#Like I think monetizing YouTube really created the scenario and it’s interesting to see it play out

[suck-my-figurative-dick]

interesting to see this become like the way youtube has become a sustainable rev stream for production. Like having just the income coming from YouTube and trying to partner with them seem like such a shit show for earlier creators and I think it’s interesting that nowadays channels will build a backlog before switching to another more lucrative platform. I could see the benefits but also it’s fun because I constantly have to keep moving on from my favourite creators because I’m so fucking broke. Glad they’re getting their bag, and I applaud them for like the business sense of creating an audience first before splitting off, think it’s interesting that this model of online production is more and more common.

Like I think I definitely started with Patreon when it became a good way for creators to get paid for the really long from videos that took months, think the old completely accessible YouTube productions are more and more a thing of the past. Ah well

Watcher is not removing their backlog of videos from YouTube. What is there will remain. source:

However, according to Bergara, Watcher is not fully exiting YouTube: It will still keep its backlog of videos on YouTube, and going forward will put the first episodes of new seasons on YouTube — while the full new seasons will be exclusively available on the Watcher streamer.

[lisakellner]

What do you do when art systems crumble?

When it’s time for a total overhaul

Important: If you are in a dire situation, click on this list of emergency resources.

What to do when art systems crumble:

We are in a time of upheaval.  Galleries close, museums cut services, jobs are suspended or lost.  The system we have been relying on for so long is coming apart at the seams.

I want to offer some real tools to help you move forward.

1. Feel What you’re feeling.

What ever you are experiencing right now is okay.  Take the time to really feel the emotions going through you.

 I had a great mentor that gave me some valuable advice.  She told me that whenever she experienced something bad, she would stop what she’s doing and take fifteen solid minutes to really feel the emotions.

 It’s important to acknowledge the impact this particular event is having on you in this moment.

 Whatever you feel is the right feeling to have right now.  Take the time and embrace it.

 One effective tool is to acknowledge the feeling yet separate yourself from it.

Instead of saying, “I am angry and frustrated about xyz”, try this instead:

 ”I feel anger and frustration about xyz.” You can have the feelings without them completely overtaking who you are.

2.  Get in the right Mindset.

When you are ready, ease yourself into a better mindset.  What does that mean exactly?  You can’t get out of this situation, if you have a defeatist attitude. 

You have to be able to shift your thinking.  New scenarios require new ways of problem solving. 

Check out this blog post:  Why the Right Mindset matters.

 Each day, try to immerse yourself in a new activity.  See whether this activity shifts your thinking, even if its for a few minutes.  It takes time to change your mindset.

 I recently went through my own personal journey of shifting my mindset.  I wish I could tell you it took a day or even a few weeks.  Like all good things, it took time. (In my case a couple years.) But the outcome is that this shift became permanent. And I am so grateful for that!

 Just start on the journey of a new mindset for a new era; one that empowers you to achieve, not makes you reliant on systems outside of your control.

3.  Believe (and Know) that you will get through this.

“You are what you believe yourself to be.”

— Paulo Coelho

Make sure your true belief system is in alignment with your actions and your thoughts.

 It’s one thing to say I believe “abc”, but you also have to know it with every cell in your body.  It has to become a part of you; impervious to outside influences.

 Sounds simple, but not always so easy.

 Use this time when all things around you are seemingly declining, to renew your belief system about yourself.  Repeat until you know it innately:

 You are perfectly capable of finding your way through anything.

You are successful and thriving. 

 Nothing can get in your way of your own success.

 If you can’t get there quite yet, the first step is being aware that your belief system is not in sync with your own ability to prosper.  You want to be successful.  If you didn’t, you wouldn’t be struggling right now.  Be cognizant that you might be placing some roadblocks in your own way.

 Once you understand that the biggest thing holding you back is your own set of beliefs, then - and only then - can you change them.

4.  Diversify your income and your strategy

I have been through a recession (actually three) and have learned a thing or two along the way.  The first one hit two months after I graduated college.  As I watched everyone around me being laid off or fired, I spent each day waiting for the ball to drop.

 I decided right then and there to never depend solely on one source of income.

 Diversify your income AND your strategy.

Let’s talk strategy first.

 As an artist in the time we are currently living in, I strongly suggest that you do not rely on one source for exhibiting and selling your work.  Diversify.  If you are completely dependent on galleries (one or more) to get your work seen and sold, then you are NOT diversified.

 What happens when those galleries close or a pandemic forcibly shuts them down?

 In the financial world, not being diversified is foolish - to say the least. An investor would not just invest in oil companies or soft drink companies.  A smart investor would make sure their portfolio is well diversified.

 A smart artist should do the same. Your investment of time, energy and money required to make your work should embolden you to never fully rely on one outlet for your success.

 It’s time to come up with multiple streams for promoting, exhibiting and selling your work. Use this time to gear up and create a strategy that will once again place you on a firm foundation.  Force yourself to think of innovative ways that maybe you haven’t considered before.

 Take a look around.  there are many artists already doing this.  Start an online course or YouTube channel that you can monetize.  Create a Patreon membership offering a service or product that is really valuable.  Use Zoom to show you working in the studio and ask for a “Pay what You Want” donation.  Create your own online exhibition or studio tour.

 The point is stop relying on old systems to get you through this new landscape.

Okay, finances.

 I have always felt that a secondary source of income is a must have, for everyone but especially for artists.  Having that source of income not within the arts makes it a diversified income source.

 You want to be recession proof.

 Look around right now and assess what industries are actually thriving (or at least sustaining) during this time.  I can think of a few.

 All indicators point to a flourishing online economy - like it or not.  Get yourself a foothold online so that you can profit from this already burgeoning system.  The beauty of it is, you can be online and remain independent.

 Another overlooked system is the most local one near you.  What is working and what isn’t right now in your local landscape?   How can you provide something that works here? No matter where you live, growing and providing food will always be in demand.  Is there a way to use your creativity to profit from a local food system?

 What about a passive income source?  Write an eBook and sell it.  Use your art in new ways to earn for you. Create an awesome t-shirt with your own distinctive style!

Passive income streams inside and outside of the arts are a viable source of secondary income.

 Finally, keep your expenses low.  (I’ll have more on this at a future date.)

Suffice it to say there are two things you can do immediately to reduce your expenses.

Eliminate ALL unnecessary monthly subscriptions.

Communicate honestly about your situation to those who you owe money to.  This includes your landlord, credit card company, bank, etc.  You would be surprised how many people, and businesses, are willing to work with you when you are genuine (and respectful) in your communication!

5.  Be of service

I know.  You’re thinking, how can I help others when I am suffering myself?

 When times are tough and people come together, the world opens and the potential for opportunity is suddenly realized.

 It’s important to get outside of yourself and help others.

 When you do this, an interesting thing happens.  You begin to problem solve for other people and it leads to new ways of thinking (mindset revamp) and new ways of doing.

 Be being unselfish, you start to see things in a new light, finding ways around a problem that perhaps you hadn’t considered before. Then, you start applying these to your OWN life.  Amazing!

 I challenge you right now to use your art and your creative skills to find a way to serve your audience.  When we help others we put into context our own problems and take on a larger perspective of how the world works.  Always a useful tool.

6.  Build your own thing

As old systems begin to crumble, the opportunity arises for you to create your own system.  One that relies mostly on you and not on things out of your control.

 A stand of trees in the woods depends on each other.  Yet, each tree has to have a strong root system and trunk in order to survive the worst of storms.

 Decide right now to rebuild your own foundation and be impervious to future crises.

 Creating a strategy and building your won system is something I focus on in my One to One coaching sessions.

 Begin with a website.  If you already have one, do a total revamp and make sure that your website reflects the new you. 

 Start to create your own community.  Don’t just commiserate with other artists about how bad things are. 

Be a part of the change that needs to happen.

What is lacking right now?  Be the solution for it. You are smart and you are creative.  Use these skills to change the problem rather than just succumbing to it.

Take your power back.

7.  Get the right kind of help

Reach outside of yourself for new information, new skills and new mentors.

There is plenty of information online that can help you through.  Or you can find someone you trust to help you with a strategy for the future.  This will pass and we will get through it.  You decide how that is going to happen.

If you want to take this further, here’s how I can help you: The Artist Essentials  One on One Method.

In Summary:

What to do when art systems crumble:

Feel what you’re feeling.

Get in the right mindset.

Believe and Know that you will get through this.

Diversify your income and your strategy.

Be of service.

Build your own thing.

Get the help you need. Sign up for personal, tailored advice with The Artist Essentials Services.

Did you enjoy reading this?

Sign up to be notified when a new article is posted.

Interested in guest posting? Contact me here.

Personal Artist Services:

Join the Artist Essentials and get a free mini-lesson:

Promoting Artists:

Exhibition Opportunities:

[itsmyrayeraye-blog]

Five Common Myths About SEO 2019

SEO is usually one of the most efficient actions you can take on the web, getting your web site enhanced in a way that the particular search engines will reward a person by basically sending traffic your own path. Selecting the most appropriate key phrases is critical for successful SEARCH ENGINE OPTIMIZATION and it is easy in order to choose the wrong ones through falling into the trap associated with optimization. Lookup engine marketing, or SEO, is the procedure of enhancing your site's position in search results. Web Marketing SEO, and in specific, Google SEO is the essential. Get into your competitor's URL into the particular SEMRush search bar and you should become provided with a list associated with SEO keywords, with their ranks and traffic. About: Brighton SEO is made up of courses and a one-day search marketing conference. Before this change, the greatest practice was to avoid concealed content at any cost since it wasn't as effective with regard to SEO (it was either as well much to crawl for the particular bot in some instances or even given less important by Search engines in others). This is due to the particular fact that you will require contents to be submitted in order to the websites for whom a person are working as an SEARCH ENGINE OPTIMIZATION, when you build the hyperlinks, you will need to supply the profile information, and a person will also have to supply articles for submissions as properly as numerous other types associated with written work. If you've actually searched for something online (and most of us have), a person already know read more regarding SEO than you think a person do. We all already see this trend within several places, like extremely accurate targeting of social ads -- some brands still approach SEARCH ENGINE OPTIMIZATION and content creation with the one-size-fits all attitude. A greater number associated with people will stick to tone of voice search, so SEO specialists will certainly need to adjust to this particular relatively new kind of lookup. Seo or SEO will be a powerful method to generate targeted traffic to your internet site and hopefully increase your bottom level line. Whilst many marketing tactics rely upon you reaching out to your own audience, SEO gives you the particular power to achieve people whenever they are actively searching out there information related to your providers and products. White colored hat SEOs the actual suggestions of Google and other research engines like google. As Google's search engine outcomes become increasingly monetized and various other platforms such as Amazon plus YouTube gain more SoV plus search volume, I think jooxie is overdue for the focus associated with SEO to shift far through Google. Traditional SEO is usually focused on building (keyword relevant) links and (keyword relevant) articles. The main reason they may sometimes misunderstood is because which whole Internet underbelly of alleged SEO companies that you may pay to link to your own site on their networks associated with low-quality articles. However, before we obtain to our main event, I actually must note that after the 2017 edition of SEO tendencies launched last year on Research Engine Journal, we heard the couple of complaints about simply how long it was. After that your boss tells you most likely accountable for search engine optimisation (SEO), too. Michael jordan Harling, SEO Specialist at Roman Blinds Direct, agrees with the particular consensus that voice search can be the trend in 2019. SEO differs from local research engine optimization in that the particular latter is targeted on enhancing a business' online presence therefore that its web pages will be going to be displayed simply by search engines when a consumer enters a local search with regard to its products or services. The challenge for webmasters plus SEO is that Google won't want business people to rank with regard to lots of keywords using autogenerated content especially when that creates A LOT of pages upon a website using (for instance) a list of keyword variants page-to-page. In time, the series between social networking management, channel growth, and SEO will be considerably blurrier than it really is usually today. In 2016, SEO experts have got determined which factors are nearly all likely to affect your SEARCH ENGINE OPTIMIZATION rankings. Customers and marketers will need in order to begin implementing multiple forms associated with digital marketing tactics including compensated search, social media marketing, nearby SEO, in addition to SEARCH ENGINE OPTIMIZATION if they hope to control a given Google SERP. Before beginning with this, the SEO professionals should visit your business and realize each and every aspect associated with your company so that they will can help your achieve your own marketing goals. What really matters in SEARCH ENGINE OPTIMIZATION in 2018 is what a person prioritise today to ensure that will in 3-6 months you may see improvements in the high quality of your organic traffic. Mobile will account for 72% of US digital ad invest by 2019. When a person think of a white head wear you may think of the particular Kentucky Derby or perhaps a Royal Wedding ceremony but in SEO speak this means the group of strategies apply the best practice, the particular ones that earn you most of the gold stars plus brownie points, the ones that will don't use bad manipulations to get traction or ranking, but individuals who do what they perform to the best of their own abilities, create wonderful content plus follow all the rules. Also, well worth bearing in mind is of which Google pay attention to developments and what their customers desire, if you want to remain ahead of the game in addition to make sure your SEO is usually fit for any 2019 audience, this is worth ensuring you in addition include SEO techniques that take up newer trends such as words searching. Our own search engine optimisation (SEO) solutions are designed to increase presence inside the algorithmic (natural”, organic”, or free”) search results in order to deliver high quality, targeted visitors aimed at your website. We might suggest them as an agency to get a range of digital marketing providers from content marketing and on-page SEO. In short, we think that SEO in 2019 can have to shift focus actually more towards answering people's queries and solving people's problems. With this SEO article creating guidelines formula it pleases the particular search engines and the visitors reading the content. Search Engine Search engine optimization Starter Guide — This manual was written by Google and possesses many SEO best practices intended for webmasters.

Ranking elements can be divided into on-page SEO factors (including technical SEO) and link building or off-page SEO factors. Take the 10 pillar subjects you came up with within Step one and create the web page for each one particular which outlines the topic in a high level - making use of the long-tail keywords you emerged plan for each cluster within Step 2. A pillar web page on SEO, for instance, may describe SEO in brief areas that introduce keyword research, picture optimization, SEO strategy, and various other subtopics as they are determined. On our blog we all chronicle current trends in on-line marketing and SEO and existing interesting studies, statistics and developments. Increased site usability - Within an effort to make your own site easier to navigate with regard to the search engines, SEO at the same time helps to make your web site more navigable for users simply because well. You are capable to host your video upon YouTube for your foundational SEO greatest practices, but link and high light the embedded video on your own own website. Image SEO is actually a crucial part of SEARCH ENGINE OPTIMIZATION different types of websites. Max DesMarais is definitely an SEO as well as PPC Specialist for Vital, the Digital Marketing & PPC company that specializes in PPC administration services. But this also has an incredible roundabout benefit to your bottom series: boosting your search engine search engine optimization (SEO). It may be the scenario (and I surmise this) how the introduction of a certain SEARCH ENGINE OPTIMIZATION technique initially artificially raised your own rankings for the pages within a way that Google's methods never approve of, and as soon as that issue is spread out all through your site, traffic starts in order to deteriorate or is slammed inside a future algorithm update.

Keep in mind that will links, content, and user encounter are all major SEO position factors. Could holistic approach will ultimately eliminate a lot of the particular issues created by some SEARCH ENGINE OPTIMIZATION practitioners over the years, We suspect that search engines' technicians will initially overestimate the accuracy of their AI, resulting within Penguin-level collateral damage. SEO (Search Motor Optimization) is the process associated with making a website more noticeable in search results, also called improving search rankings. Siteimprove SEO furthermore provides in-tool tips on where to start and the way to get the most out associated with your keyword research and supervising. We've already been operating in the SEO plus content marketing industry since last year and know how search motors work. Presently there are a great number associated with resources out there surrounding aggressive link analysis (and a great deal that have been authored simply by me! ) but whenever We speak with people that are usually working on SEO projects, really always one of those "yeah, I realize I should do this more" tasks. Amy Kilvington, Marketing Executive at Custom Drapes, believes that SEOs are heading to have to optimize social networking more as Google indexes this and prioritizes it over their own sites' pages. Social media will be the easiest and most efficient way to push the SEO-based content. However, right now there are some easy adjustments that will you can make to the particular search engine optimization (SEO) component of it, which will ideally enable you to get fantastic results. Register and raise some sort of free donation for SEO Greater london every time you shop on the internet. Local SEO - Optimize that localized content on your internet site to properly leverage local alerts, online reviews and business entries. Learn more about content material optimization for SEO here. Along with paid-search it offers a very focused audience, visitors referred by SEARCH ENGINE OPTIMIZATION will only visit your web site if they are seeking particular home elevators your products or even related content. From keyword ingrdient filling to link buying, the SEARCH ENGINE OPTIMIZATION landscape has seen numerous black-hat tricks — and Google constantly catches on. Chris Gregory, founder plus managing partner at Jacksonville centered firm, DAGMAR Marketing, predicts that will AI and machine learning might have a big impact upon SEO in 2019 and SEOs who aren't technical will become The 7 Common Stereotypes When It Comes To SEO 2019 left in the dust. Some SEO specialists also advise that anchor textual content should be varied as numerous pages linking to one web page using the same anchor textual content may look suspicious to look motors. SEO trickery such because keyword ‘stuffing' in irrelevant articles simply won't cut it inside the current day, with Google's algorithm taking over 200 elements to ensure that it's ranks provide results with valid and even authoritative sites, it is close to on impossible to perform anything some other than work with the research engines to make sure top rated quality SEO results. From a SEARCH ENGINE OPTIMIZATION perspective, the principal keyword need to be at the beginning adopted by the other relevant key phrases. SEO specialists started in order to abuse PageRank in order in order to raise the rankings. Now could be a great time to take a nearer take a look at SEARCH ENGINE OPTIMIZATION marketing information because search is getting even worse for all those types of B2B plus B2C businesses. SEO marketers plus writers typically come up along with different kinds of content in order to place the necessary keywords within. These are some of the particular most used types, and every one helps to lead to the level of variety in conditions of website content. Certain black hat SEARCH ENGINE OPTIMIZATION techniques, such as keyword filling, are believed to be the SEARCH ENGINE OPTIMIZATION equivalent of spamming, and research engines will penalize them. Internet marketing is exclusively driven by SEO or lookup engine optimization. Others are usually simply traditional PR firms that have learned SEO as properly as the value of hyperlinks. Here's a cliche among electronic marketers: Search engine optimization (SEO) isn't what used to end up being. Google announced that will they released several minor enhancements over the period of the particular time of about a 7 days and after analysis, experts inside the SEO industry concluded that will the updates were the outcome of keyword permutations and web site using doorway pages. SEO, or Search Motor Optimization, means setting up your own website and content to show up through online search results. People which want to take their company to some new height plus generally and mostly believe within the way of SEO marketing and advertising. There is usually no magic wand in your own hands to regulate or manage your competitors' strategies or administration, Google analytics update, or user's behavior communicate business but a person can manage your SEO. In this particular new environment, the digital internet marketer who views SEO in the broader context will definitely come away ahead of the competition within 2018 and beyond. Good SEO publications explain in detail how greatest to use keywords and just how to structure your entire web site to attract the attention associated with search engine spiders and associated with human visitors, and a posting such as this cannot perform the topic justice. While businesses start on an SEO advertising strategy, they should realize that a good entire marketing campaign can drop flat on its face in case a business is unable in order to reach the masses, that will be, their target audience. If your own pages were designed to obtain the most out of Search engines, with commonly known and today outdated SEO techniques chances are usually Google has identified this plus is throttling your rankings within some way. Several business people find keeping upward with the "moving target" associated with SEO distracts them from day-to-day priorities more than they actually imagined, so it's good in order to appear closely at what can make sense for every business. The program process for the SocialSEO Electronic Marketing and SEO Scholarship is definitely done 100% electronically and demands the next list of materials.

Without the doubt, one of the greatest trends that has already started to take place and may continue well into 2018 may be the consolidation of niche MarTech gamers by larger content cloud suppliers, with the role and significance of SEO increasing significantly all through this transformation. SEO Internet marketing offers major components, which develop the particular website traffic, and top lookup engine rankings. SEO is brief for Seo, and there is definitely nothing really mystical about this particular. You might have heard the lot about SEO and just how it works, but basically exactly what is a measurable, repeatable procedure which is used to send out signals to search engines that will the pages are worth displaying in Google's index. Topic clusters possess been lauded because the future associated with SEO and content strategy, yet are widely underreported on (so now's the time to hit! ) 93% of B2B companies use content marketing. Teresa Walsh, Marketing Professional at automobile site, Cazana, forecasts that hyper organic targeting will probably increase its importance in 2019 with more location search plus more voice search. We get to the particular bottom of on-page SEO difficulties in order for search motors to clearly see what your own website is all about. SEO requires you to continuously become a student because of just how quickly the algorithms of research engine companies change. Google's punishing methods probably class pages as some thing akin to a poor UX if they meet certain detectable criteria e. g. lack associated with reputation or old-school SEO stuff such as keyword stuffing a site.

Also companies considering about getting Search engine optimisation services should go through these types of magazines to familiarize themselves making use of the latest trends within the particular SEO and web-based marketing sector to allow them to measure the assistance offered for all of them from the selected SEO companies. Mobile SEARCH ENGINE OPTIMIZATION in 2018 will probably be all regarding Progressive Web Apps (PWAs). The term SEARCH ENGINE OPTIMIZATION also describes the making internet pages easier for internet research engine indexing software, known because "crawlers, " to find, check, and index your internet site. I feel that technical SEARCH ENGINE OPTIMIZATION mistakes that affect crawl spending budget - and also pollute Search engines with non-SEO-friendly content such since social landing pages, WordPress mass media archives, offer pages and cloned e-commerce product pages - can have a far more detrimental effect upon sites moving forward. Effective SEO lets you improve your web​site to demonstrate up within search engines. All of us will get into how in order to pick the best keywords intended for your business later in this specific SEO guide, but it best you to know how in order to use them, as they are usually referenced throughout this section. Despite the fact that meta descriptions are not a new ranking factor for search search engines, they do hold value intended for your website and are portion of your SEO presence. Let us speak a bit as to exactly what SEO is before we enter into the SEO article writing recommendations for people who may end up being new or do not very understand it. SEO stands intended for Seo. A great SEO service includes a great deal of research and lots associated with smart keywords application which may period website at a increased notch and provide it the higher ranking in Google web search engine. Professional SEO content authors work on creating articles just after understanding the nature associated with your business, your industry, competition and what kind of content articles your business might most want for maximum benefits; in the particular short-term and the long-term. Linking to other webpages within your site, as well since linking to other sites plus getting other sites to url to yours, is a great method to improve your SEO. Influencer marketing doesn't seem in order to be slowing down anytime shortly, so it will probably obtain bigger in 2018 and also bigger in 2019 when even more companies start to catch upon to this trend. Keeping within mind the last point, SEARCH ENGINE OPTIMIZATION agencies are fluent in navigating via a wide range of on the web marketing tools that helps boost the value of your marketing technique. Search Engine Optimization (SEO) is definitely a powerful process that may help make you and your own research more visible to lookup engines like Google and Search engines Scholar. I have simply no clue about SEO only several basics that is available just about all over the place and We feel this article must aid as your other articles assisted me give some direction upon recovering my lost traffic plus generating more content as properly as repurposing old content. On this web page you'll find a list associated with 21 SEO insanely tactical strategies that you can use in order to boost your engine rankings. 26% of respondents state email is the digital advertising channel using the greatest positive influence on revenue; SEO is 2nd (17%), followed by paid lookup (15%), social media (5%), plus online display advertising (5%). Along with an increased focus on consumer experience, Google has challenged the particular SEO community to pay even more attention to the entire encounter of a website and just how the content interacts with customers, rather than just the fundamental elements that most optimize towards. While that can not get solved in 2018, we want integrate the SEO group alongside other marketing, both compensated and owned initiatives. For example, several businesses miss the mark along with SEO and images, and nevertheless rank well. Luckily, you can find your very own broken links on site using the particular myriad of Tools available. Ask any SEO services company and they will tell a person that whenever a page will be searched, the major search motors spiders search it through hyperlinks. Effective SEO aims to improve research engine position, user visits, come back visits, and to improve transformation rates, which reflect the quantities of visitors who take preferred actions on the site. Wise SEARCH ENGINE OPTIMIZATION activities transform your rankings in the particular search engine results page (SERP). This is the supreme goal for ecommerce SEO, plus the traffic those links may bring through will convert with a very high rate. You may generally see outcomes of SEARCH ENGINE OPTIMIZATION efforts once the webpage proceeds to be crawled and listed by a internet search motor. Possibly the best form of interpersonal media to pay attention in order to when turning to SEO is usually Google Plus. A single of the most successful approaches to ensure your clients discover your photography business is by means of implementing an SEO strategy, this particular is more than just generating it to number 1 in Google, it means ensuring of which a varied and steady flow of traffic is proceeding to your site, over plus above that of your opponents. If you are usually willing to improvise your internet site search and boost up your own Google ranking, but do not really have time or resources intended for doing that, hire an SEARCH ENGINE OPTIMIZATION specialist for the same objective. Mobile SEO will be mobile search engine optimization or even optimizing content for a much better search ranking. Titles on pages and explanations affect what people see within search results, so it's important to check these out within any SEO audit. Search motors give some guidelines for SEARCH ENGINE OPTIMIZATION, but big search engines maintain result ranking as a industry Blog9T secret. Along with $80 billion forecast to turn out to be spent annually on SEO — and content marketing set to be able to be considered a $300+ billion industry by means of 2019 — it might become tempting for stakeholders to notice SEO and content marketing since cost centers rather than earnings centers. While that will theory is sound (when concentrated on a single page, when the particular intent is to deliver electricity content to a Google user) using old school SEO strategies on especially a large web site spread out across many web pages seems to amplify site high quality problems, after recent algorithm adjustments, and so this type associated with optimisation without keeping track associated with overall site quality is self-defeating in the long run. Therefore, cheer up and apparel up to policy for SEO- the particular organic top-ranking practice. SEARCH ENGINE OPTIMIZATION (search engine optimization) places your own website within the natural outcomes section of search engines. SEO is specifically important for businesses since it guarantees they're answering their audience's greatest questions on search engines, whilst driving traffic to their items and services. With regard to marketers who were brought upward in the ‘traditional SEO marketplace, ' 2018 is really the time to adapt or pass away. White hat SEO includes most the SEO practices we've discussed about so far which have got a long term approach in order to site optimization and focus upon the user experience and exactly what people need. Cost effectiveness - SEO is definitely one of the most budget-friendly marketing strategies because it focuses on users who are actively searching for your products and solutions online. The reality is that you can obtain top Search engine ranking roles spending a little bit associated with money and working on the particular project yourself or paying the professional Seo services thousands associated with dollars to get your Site on the first page. Although black hat SEARCH ENGINE OPTIMIZATION methods may boost a cyberspace search engine page rank within the short term, these strategies could also get the web site banned from the search motors altogether. According in order to research and advisory firm Forrester, programmatic marketing is expected in order to account for 50% of just about all advertising by 2019.

[analiecious]

15 Things You Should Do In SEO 2019

First of all, allow us just quickly define exactly what Localized Search Engine Optimisation (Local SEO) is. Local SEO is usually basically the optimising your internet site to perform better within the particular search engines by allowing this to be found for your key phrases which relate to the region by which you're located. Since it turns out, there's more in order to on-page SEO than optimizing intended for keywords. Search engines motor optimization (organic SEO) describes the particular methods used to obtain the high placement (or ranking) upon a search engine results web page in unpaid, algorithm-driven results upon the given search engine. Also, videos have got a lot of untapped probable - great for SEO plus make for good user diamond. The quite best SEO expert 2019 will certainly tell you for High-End mobile devices, we're seeing more format changes to focus, provide the better experience, search results. Social SEO is especially helpful for online reputation administration. It isn't just the means that Google ranks optimized content material, but the way that these people rank poorly constructed or taboo content that will push the ranking to where it really need to be in 2019. Ray Cheselka, SEO & Google adwords Manager at SEO and style agency, webFEAT Complete, predicts that will sites with over a 2 second load time will become penalized, and search intent will be going to carry on and grow within importance. SEO consists of ordering the site's architecture and hyperlinks to make pages inside the particular website easier to find plus navigate. In contrast, articles that no one is humming about have minimal effect upon social SEO. They are usually generally knowledgeable within the are usually of both SEO and content material marketing. When it arrives to reviews, customers work as a good army of link builders plus keyword writers so your SEARCH ENGINE OPTIMIZATION structure is shaped without a person having to lift a ring finger. A greater number associated with people will stick to tone of voice search, so SEO specialists can need to adjust to this particular relatively new kind of lookup. Seo or SEO is definitely a powerful method to generate targeted traffic to your site and hopefully increase your bottom part line. Whilst many marketing tactics rely upon you reaching out to your own audience, SEO gives you the particular power to achieve people whenever they are actively searching away information related to your providers and products. White colored hat SEOs the actual suggestions of Google and other research engines like google. As Google's search engine outcomes become increasingly monetized and various other platforms such as Amazon plus YouTube gain more SoV plus search volume, I think jooxie is overdue for the focus associated with SEO to shift far through Google. Traditional SEO is usually focused on building (keyword relevant) links and (keyword relevant) articles. The main reason they may sometimes misunderstood is because which whole Internet underbelly of alleged SEO companies that you may pay to link to your own site on their networks associated with low-quality articles. However, before we obtain to our main event, We must note that after the 2017 edition of SEO tendencies launched last year on Research Engine Journal, we heard the couple of complaints about simply how long it was. After that your boss tells you if you're accountable for search engine optimisation (SEO), too. Michael jordan Harling, SEO Specialist at Roman Blinds Direct, agrees with the particular consensus that voice search will certainly be the trend in 2019. SEO differs from local research engine optimization in that the particular latter is targeted on customization a business' online presence therefore that its web pages is definitely going to be displayed simply by search engines when a consumer enters a local search regarding its products or services. The challenge for webmasters plus SEO is that Google won't want business people to rank with regard to lots of keywords using autogenerated content especially when that creates A LOT of pages upon a website using (for instance) a list of keyword variants page-to-page. In time, the series between social networking management, channel growth, and SEO will be considerably blurrier than it really will be today. In 2016, SEO experts possess determined which factors are almost all likely to affect your SEARCH ENGINE OPTIMIZATION rankings. Customers and marketers will need in order to begin implementing multiple forms associated with digital marketing tactics including compensated search, social media marketing, nearby SEO, in addition to SEARCH ENGINE OPTIMIZATION if they hope to rule a given Google SERP. Before beginning with this, the SEO experts should visit your business and realize each and every aspect associated with your company so that these people can help your achieve your own marketing goals. What really matters in SEARCH ENGINE OPTIMIZATION in 2018 is what a person prioritise today to ensure that will in 3-6 months you may see improvements in the high quality of your organic traffic. Mobile will account for 72% of US digital ad invest by 2019. Head associated with Marketing at @impressiontalk specialising within user-centred SEO, PAGE RANK, content marketing and digital technique. Primary is definitely on inbound marketing, including every thing from SEO to social press. However, a good agency providing SEO services is usually all about being proactive in order to keep up-to-date with the most recent search engine news and adjustments in SEO techniques. Video marketing provides new opportunities to drive even more visitors your site and enhance its SEO status. Research Engine Optimisation (SEO) in 2018 is really a technical, conditional and creative process to enhance the visibility associated with the website in search motors. Off-page SEO makes reference to the actions taken exterior of your personal website that can easily help boost your search powerplant rankings. Since of this insufficient visibility this can be hard to create a sound business case intended for SEO, even though it is definitely strikingly obvious of the advantages to most companies of the particular number one position on Search engines. This particular is a time-honored SEO exercise called broken link building. Positively engaging in reputation management, content material management and SEO (Search Motor Optimization) can give even the particular smallest business a chance in order to compete globally. Whether you are already adding SEO into your online marketing and advertising mix or not, you may ask yourself how aCO website stacks up against acom. With recent Google modifications, failure to look after cellular SEO could result in research invisibility, and mobile's bringing additional changes you'll need to end up being ready for. Ranking aspects can be divided into on-page SEO factors (including technical SEO) and link building or off-page SEO factors. Take the 10 pillar subjects you came up with within Step one and create the web page for each one particular which outlines the topic from a high level - making use of the long-tail keywords you emerged plan for each cluster within Step 2. A pillar web page on SEO, for instance, may describe SEO in brief areas that introduce keyword research, picture optimization, SEO strategy, and additional subtopics as they are discovered. On our blog we all chronicle current trends in on the internet marketing and SEO and current interesting studies, statistics and developments. Increased site usability - Within an effort to make your own site easier to navigate with regard to the search engines, SEO at the same time helps to make your site more navigable for users mainly because well. You are capable to host your video upon YouTube for that foundational SEO greatest practices, but link and spotlight the embedded video on your own own website. Image SEO is actually a crucial part of SEARCH ENGINE OPTIMIZATION different types of websites. Max DesMarais is definitely an SEO plus PPC Specialist for Vital, some sort of Digital Marketing & PPC organization that specializes in PPC administration services. But this also has an incredible roundabout benefit to your bottom collection: boosting your search engine search engine optimization (SEO). It may be the scenario (and I surmise this) that this introduction of a certain SEARCH ENGINE OPTIMIZATION technique initially artificially raised your own rankings for the pages within a way that Google's methods tend not to approve of, and as soon as that issue is spread out all through your site, traffic starts in order to deteriorate or is slammed within a future algorithm update. This free marketing device is really a long-term technique and can be time intense but it will worth this. A good user experience is usually the key to satisfaction and also a powerful SEO. 1 SEO might target different kinds of lookup, including image search, video research, academic search, 2 news lookup, and industry-specific vertical search motors. All of us are in the fourth 1 / 4 of 2018, it is typically the right time start thinking regarding the year ahead and brand new changes SEO realm might assume. We've long known that client opinions, input, and sentiment regarding a brand deeply impact SEARCH ENGINE OPTIMIZATION rankings, but we wanted the particular information to prove it. Off-page SEO means getting action to build trust, power, social signals and inbound hyperlinks. How video affects SEO actually depends on your goals whenever using video in your advertising campaign and which video system you use. LSI is not really what most SEO professionals claim it to be. This is certainly not a idea that can be used simply by the average web designer or even webmaster to improve their research engine listings, and it is definitely not what many people, which includes myself, has written it in order to be. Nevertheless, first some history. This particular video walks you through the particular specific steps you should get increased rankings in 2018, including launching speed, technical SEO, content, hyperlinks, and more. Given that it is, all across typically the year businesses specializing in SEO were hectic improving and finding new procedures to optimize the search motor even better than what their own competitors were doing. You've added even more relevant content to your website blog post and increased the on-page SEARCH ENGINE OPTIMIZATION targeted against your focus keyword(s). Before my first ISS, We had always thought I may possibly just learn everything by me personally about global online marketing subject areas for example International SEO just simply by doing online investigation and experimentation, but honestly nothing beats typically the efficiency of attending a convention like ISS where one could share your experiences and swiftly gain a treasure trove regarding learnings and best practices coming from other international marketers. That method, you and your SEO may ensure that your site will be designed to be search engine-friendly from the bottom up. Even Ten Taboos About SEO 2019 You Should Never Share On Twitter so, a good SEO can furthermore help improve a current web site. If you would like to know what kind associated with SEO trends are going in order to develop in 2019, look simply no further than the trends that will are developing in search within both 2017 and 2018. Webmasters are usually going to remain competitive within the online business when these people stick with SEO experts. SEARCH ENGINE OPTIMIZATION and social media marketing make sure that one's site has the particular best SEO Online marketing, which usually means that their company may remain competitive in the on-line market. An SEO ("search engine optimization") expert is somebody trained to improve your presence on search engines. From an SEO perspective, a person want to have more interior links pointing to your the majority of important content. SEO specialists started in order to abuse PageRank in order in order to raise the rankings. Now could be a great time to take a nearer take a look at SEARCH ENGINE OPTIMIZATION marketing information because search is getting even worse for all those types of B2B plus B2C businesses. SEO marketers plus writers typically come up along with different kinds of content in order to place the necessary keywords within. These are some of the particular most used types, and every one helps to lead to the level of variety in conditions of website content. Certain black hat SEARCH ENGINE OPTIMIZATION techniques, such as keyword filling, are believed to be the SEARCH ENGINE OPTIMIZATION equivalent of spamming, and lookup engines will penalize them. Internet marketing is exclusively driven by SEO or research engine optimization. Others are usually simply traditional PR firms which have learned SEO as properly as the value of hyperlinks. Here's a cliche among electronic marketers: Search engine optimization (SEO) isn't what used to become. Google announced that will they released several minor enhancements over the period of the particular time of about a 7 days and after analysis, experts inside the SEO industry concluded that will the updates were the outcome of keyword permutations and web site using doorway pages. SEO, or Search Motor Optimization, means setting up your own website and content to show up through online search results. People who else want to take their company to some new height plus generally and mostly believe within the way of SEO marketing and advertising. There is usually no magic wand in your own hands to regulate or manage your competitors' strategies or administration, Google analytics update, or user's behavior communicate business but a person can manage your SEO. In this particular new environment, the digital online marketer who views SEO in the broader context will surely come away ahead of the competition within 2018 and beyond. Good SEO textbooks explain in detail how greatest to use keywords and just how to structure your entire site to attract the attention associated with search engine spiders and associated with human visitors, and a posting such as this cannot perform the topic justice. While businesses begin on an SEO advertising strategy, they should realize that a good entire marketing campaign can drop flat on its face in case a business is unable in order to reach the masses, that will be, their target audience. If your own pages were designed to obtain the most out of Search engines, with commonly known and right now outdated SEO techniques chances are usually Google has identified this plus is throttling your rankings within some way. Several business people find keeping upward with the "moving target" associated with SEO distracts them from day-to-day priorities more than they actually imagined, so it's good in order to appear closely at what can make sense for every business. The program process for the SocialSEO Electronic Marketing and SEO Scholarship will be done 100% electronically and needs the next list of materials. Businesses with multiple websites and SEO-agencies can set up report web templates. Its search engine marketing group provides expertise in Pay-per-click marketing services, organic SEO and cultural media optimisation. The particular ads that you often observe on various web pages demonstrated and those that also show up on the rightmost side associated with search engine results are inorganic SEO examples. While I nevertheless see this trend in have fun with with many enterprises still within the midst of their electronic transformation, the convergence in the particular MarTech space is creating a lot of synergies and opportunities and this particular should be seen as the welcome development for brands plus agencies who are looking with regard to an edge in regards in order to their SEO driven content marketing and advertising or outreach strategies. Along with the only complete certainty that SEO's, Website owners may have numerous adjustments to make to web sites under their care in the particular mobile and voice search panorama. The basics of GOOD SEO hasn't changed for years - although effectiveness of particular elements offers certainly narrowed or changed within type of usefulness - a person should still be focusing upon building a simple site making use of VERY simple SEO best practices - don't perspiration the small stuff, while all-the-time paying attention to the essential stuff - add plenty of unique PAGE TITLES and lots associated with new ORIGINAL CONTENT. Keyword research is definitely THE first step of any kind of SEO campaign. Our six experts reveal their favorite SEO tips in addition to tactics for building big targeted traffic in 2018. Yes, all of us know it's still June plus we know it's only 2018 but if you haven't began planning and researching key developments which will affect you SEARCH ENGINE OPTIMIZATION in 2019 you could currently be falling behind. We furthermore take a look at just how new technologies like AI plus Voice search will begin in order to impact more on SEO because we move nearer to 2019 and beyond. Whenever every nation across the planet is busy in making their own due contribution within the advancement sector in their own method by taking the route associated with SEO service and online marketing and advertising, Singapore cannot stop stand nevertheless in one point. By 2019, content material marketing is set to turn out to be an industry worth $300 billion dollars. Off page SEO relates to the strategies performed further than your website that can end up being used to improve your research engine rankings. Due in order to the success of inbound marketing and advertising and SEO, more marketers are usually dedicated to improving their rating over other tactics. The best way to focus on these customers is by supplying high-quality SEO content that offers genuine and useful information in the direction of the readers. Another method provides a different page based upon whether the page is getting requested with a human guest or a search engine, the strategy known as cloaking One more category sometimes used is greyish hat SEO This is within between black hat and whitened hat approaches, where the strategies employed avoid the site getting penalized, but do not work in producing the best content material for users. Keyword studies about locating those terms so that a person can use them properly within content optimization and SEO within general. Just as content by yourself isn't enough to guarantee SEARCH ENGINE OPTIMIZATION success, SEO alone isn't more than enough to ensure that people will certainly find and engage with your own articles. While intense SEO may involve complex site restructuring along with a firm (or consultant) that will specializes in this area, generally there are a few simple methods you can take yourself in order to improve your search engine ranking. While we prepare to enter 2019, keyword creation for SEO professionnals will become less important. Obtain the training you need in order to stay ahead with expert-led programs on Seo (SEO). Learn how to compose articles, learn how to compose some simple HTML, and the particular learn the very basic concepts of SEO, and you may make money online using SEARCH ENGINE OPTIMIZATION and article marketing to obtain your web site (you only require one from each website) detailed on Page #1 of Search engines (forget Yahoo as well because the rest) and you will certainly get loads of visitors that will web page. If your website is usually made up of lower-quality entry type pages using old SEO-techniques (which more and more branded as spam in 2018) after that Google will not index most of the pages as nicely as your website ‘quality score' is probably likely to become negatively impacted. This particular is beyond website content, but great user experience has become a lot more and more important in solid SEO rankings. If you understand you might have VERY lower-quality doorway pages in your site, a person should remove them or think again about your SEO strategy if a person want to rank high within Google for the long expression. One of the problems search engines like yahoo and Bing have usually attempted to overcome is knowing which external links exist exclusively for SEO purposes and which usually links represent a true sign that the source content is usually of value to the visitors. 2018 has currently seen some particularly significant SEO paradigm shifts from Mobile First” in order to the ever-advancing Rankbrain machine-learning formula. Content marketing is definitely a bigger approach which along with SEO forms a part associated with your digital marketing strategy. What You Should Know: The particular future of search engine marketing is Semantic SEO. Links plus technical SEO are the biggest pieces of the pie, yet multimedia efforts such as video clip, photos, and podcasts will become the game changer and differentiator in many competitive markets. Occasional, and I actually do more occasional and not really frequent, usage of keywords plus keyword phrases in these hyperlinks may also help very somewhat in your SEO processes. Excelling at SEARCH ENGINE OPTIMIZATION means serving your visitors—not simply search engines. Here arrives the idea of SEO or even search engine optimization. The particular fact remains that SEO providers assure clients that even in the event that the site will not position among the top search motors like google, the money may not be a waste expected to the refund. If a person's business does not have SEARCH ENGINE OPTIMIZATION Internet marketing strategies, she or even he will need help through SEO experts. One of the particular most commonly asked questions, White colored hat SEO in layman's vocabulary is applying the right strategies along with a legal technique to boost your ranking plus increase your popularity. To help our own client's future-proof their businesses plus maximize online Return on Investment decision (ROI), we have caused the global partners to develop a good SEO methodology that aligns along with Google's recommended best practices. Off-page SEO will assist make your website most well-known and visible on the internet, so you can get even more traffic and users for your own website and product. You might be the proprietor of a growing and growing business, the webmaster of the dozen sites, the SEO expert Blog9T inside a Web agency or the DIY SEO ninja passionate regarding the mechanics of Search: this particular guide is meant for a person. On their business blog, Demand Wave also provides a great article about 2016's tops trends in B2B electronic marketing and SEO. Why don't explore some roles that interpersonal media plays in SEO. You will craft the SEO strategy around the key phrases that will lead customers to be able to your most profitable products. Google for example, states that will the no follow link become taken literally as well because the link will not become followed at all however within reports done for SEO reasons it shows some conflict in order to this. Therefore, cheer up and tools up to arrange for SEO- the particular organic top-ranking practice. SEARCH ENGINE OPTIMIZATION (search engine optimization) places your own website within the natural outcomes section of search engines. SEO is specifically important for businesses because it guarantees they're answering their audience's greatest questions on search engines, whilst driving traffic to their items and services. With regard to marketers who were brought upward in the ‘traditional SEO marketplace, ' 2018 is really the time to adapt or expire. White hat SEO includes just about all the SEO practices we've discussed about so far which have got a long term approach in order to site optimization and focus upon the user experience and exactly what people need. Cost effectiveness - SEO is usually one of the most cost effective marketing strategies because it focuses on users who are actively searching for your products and solutions online. The reality is that you can obtain top Search engine ranking roles spending a little bit associated with money and working on the particular project yourself or paying the professional Seo services thousands associated with dollars to get your Web site on the first page. Although black hat SEARCH ENGINE OPTIMIZATION methods may boost a cyberspace search engine page rank within the short term, these strategies could also get the web site banned from the search motors altogether. According in order to research and advisory firm Forrester, programmatic marketing is expected in order to account for 50% of most advertising by 2019.

[she-willnotfall]

Eliminate Your Fears And Doubts About SEO 2019

Making money on the internet is difficult for many individuals, but if you combine the particular power of article marketing along with SEO, or search engine optimisation, then you have an nearly unbeatable combination. Ranking elements can be divided into on-page SEO factors (including technical SEO) and link building or off-page SEO factors. Take the 10 pillar subjects you came up with within Step one and create the web page for each one particular which outlines the topic in a high level - making use of the long-tail keywords you emerged plan for each cluster within Step 2. A pillar web page on SEO, for instance, may describe SEO in brief areas that introduce keyword research, picture optimization, SEO strategy, and additional subtopics as they are determined. On our blog we all chronicle current trends in on the web marketing and SEO and current interesting studies, statistics and tendencies. Increased site usability - Within an effort to make your own site easier to navigate intended for the search engines, SEO at the same time helps to make your site more navigable for users simply because well. You are capable to host your video upon YouTube for your foundational SEO greatest practices, but link and spotlight the embedded video on your own own website. Image SEO is actually a crucial part of SEARCH ENGINE OPTIMIZATION different types of websites. Max DesMarais is definitely an SEO as well as PPC Specialist for Vital, some sort of Digital Marketing & PPC company that specializes in PPC managing services. But this also has an incredible roundabout benefit to your bottom series: boosting your search engine marketing (SEO). It may be the scenario (and I surmise this) how the introduction of a certain SEARCH ENGINE OPTIMIZATION technique initially artificially raised your own rankings for the pages within a way that Google's methods usually do not approve of, and as soon as that issue is spread out all through your site, traffic starts in order to deteriorate or is slammed within a future algorithm update. SEO's basic importance comes from the particular fact that most users show strong search dominance — that will will be, search is the main method people go places on the particular Internet. Reading blogs related to SEO might also be very useful within locating out concerning the crucial companies on the market which usually are offering comprehensive and genuine Search engine optimization services toward the corporate sector. The initial SEO is dependent mostly on number of key phrases targeted and the size associated with your web site, while the particular ongoing link campaign depends even more on the competitiveness of the particular keywords chosen. Whether most likely an SEO newbie or the seasoned practitioner, I encourage a person to fully read this in order to understand how you can obtain your content on top associated with search results. Large Brand campaigns are far, significantly not the same as small business SEO strategies that have zero links, to start with, to give you yet an example. These SEO companies have got a strategy requiring clients in order to pay for the major research engines (including Google and Yahoo) for monthly website maintenance. Authorities are reporting that 2019 may be the year of tone search, and that the words search algorithm may change plus supersede text search relatively. A TOP DOG blog is simply one component of social media distribution, a significant SEO strategy according to SEARCH ENGINE OPTIMIZATION Consult You should be disseminating links to fresh content upon your site across appropriate sociable networking platforms. This guide is definitely made to describe all locations of SEO—from seeking the terms plus phrases (keywords) that generate visitors to your website, to producing your blog friendly to search motors, to building links and advertising the unique associated with your own site. Without having SEO, a website can end up being invisible to search engines. On-page SEO refers for you to every strategy, technique, and device you utilize within your web site to optimize your web internet pages and content for search machines like google. Today, the quality of newly arriving links is evaluated higher compared to their quantity and may bring about your SEO efforts. Lookup engine optimization (SEO) tools assist companies position themselves to obtain a favorable ranking in internet search engine results. The particular second biggest SEO trend within 2019 will be voice lookup. Wish long past mobile search plus voice-search being a ‘trend' -- they are the full upon normal now, outdoing desktop lookup in both volume and SEO-favorability. Rather compared to marketing at people, you require to make it possible intended for them to find you whenever they want you, and that is where SEO is available within. Prior To proceeding BlowFish SEO full Time, Robert Headed very successful internet incoming marketing campaigns for Bella Sante Day Spa's of Boston plus Red Door Spas increasing their own yearly Gift Card Sales simply by over 400% and increasing consumer appointments over 300%. In 2019 and past, the majority of the on the internet searches will be in the particular form of conversation, and because a result, the online internet marketers will give more importance in order to artificial intelligence keywords for marketing of the web content. Without the doubt, one of the greatest trends that has already started to take place and may continue well into 2018 could be the consolidation of niche MarTech gamers by larger content cloud suppliers, with the role and significance of SEO increasing significantly all through this transformation. SEO Internet marketing provides major components, which develop the particular website traffic, and top lookup engine rankings. SEO is brief for Seo, and there is usually nothing really mystical about this particular. You might have heard the lot about SEO and exactly how it works, but basically exactly what is a measurable, repeatable procedure which is used to deliver signals to search engines that will the pages are worth displaying in Google's index. Topic clusters possess been lauded because The Latest Trend In SEO 2019 the future associated with SEO and content strategy, yet are widely underreported on (so now's the time to hit! ) 93% of B2B companies use content marketing. Teresa Walsh, Marketing Professional at automobile site, Cazana, forecasts that hyper organic targeting will increase its importance in 2019 with more location search plus more voice search. We get to the particular bottom of on-page SEO issues in order for search motors to clearly see what your own website is all about. SEO requires you to continuously be considered a student because of exactly how quickly the algorithms of research engine companies change. Google's punishing methods probably class pages as some thing akin to a poor UX if they meet certain detectable criteria e. g. lack associated with reputation or old-school SEO stuff such as keyword stuffing a site. Looking deeper: In present-day SEARCH ENGINE OPTIMIZATION, you can't simply include because several keywords as possible to achieve the people who are searching for you. SEO stands for Search Motor Optimization and refers to methods you can use to assist ensure that your site rates high in the results associated with search engines like Google. It blends ranks and search volumes in the manner that makes it even more relevant, insightful and easier in order to understand than any other SEARCH ENGINE OPTIMIZATION performance tracking approach. About: Advanced Search Summit is definitely designed for advanced SEO specialists, digital marketers, and analysts from enterprise and mid-market sized businesses who want advanced tactics plus techniques. SEO stands for seo. ” It is the process associated with getting traffic from your free, ” organic, ” editorial” or natural” search results on search motors like google. If you're believing about ramping up SEM initiatives to complement organic SEO, end up being sure to take a appearance at Google Adwords ' Lookup Ads page. The large a part of SEO is producing valuable, high-quality content (e. gary the gadget guy., blog articles and web web page copy) that your customers will certainly find helpful. SEO alone cannot perform much for your business yet when combined with content advertising, social internet marketing, email marketing and advertising, mobile marketing and PPC marketing and advertising, it can help businesses achieve the pinnacle of success on the web. A greater number associated with people will stick to tone of voice search, so SEO specialists may need to adjust to this particular relatively new kind of lookup. Seo or SEO is usually a powerful method to generate targeted traffic to your site and hopefully increase your bottom level line. Whilst many marketing tactics rely upon you reaching out to your own audience, SEO gives you the particular power to achieve people whenever they are actively searching away information related to your providers and products. White colored hat SEOs the actual suggestions of Google and other research engines like google. As Google's search engine outcomes become increasingly monetized and various other platforms such as Amazon plus YouTube gain more SoV plus search volume, I think jooxie is overdue for the focus associated with SEO to shift far through Google. Traditional SEO will be focused on building (keyword relevant) links and (keyword relevant) content material. The main reason these kinds of are sometimes misunderstood is because which whole Internet underbelly of alleged SEO companies that you may pay to link to your own site on their networks associated with low-quality articles. However, before we obtain to our main event, We must note that after the 2017 edition of SEO developments launched last year on Lookup Engine Journal, we heard the couple of complaints about simply how long it was. After that your boss tells you if you're accountable for search engine optimisation (SEO), too. Michael jordan Harling, SEO Specialist at Roman Blinds Direct, agrees with the particular consensus that voice search will certainly be the trend in 2019. UnGagged Birmingham is really a 2-day SEARCH ENGINE OPTIMISATION & Digital Marketing conference that will takes place June 11-12th, together with one-day intensive masterclasses on August 13th. These ‘quality updates' are very reminiscent of Search engines Panda updates and often effect many websites at the exact same time - and often these types of concentrate on demoting similar ‘low-quality' SEO techniques we have already been told Panda focuses on. I think savvy SEOs are going to utilize AI content generation (text and pictures especially) in 2019 to generate a whole new kind associated with search algorithm gaming, that might almost be viewed as dark hat. This course covers how in order to build strong links for much better SEO. SEO companies ensure that will your site has all associated with the SEO Internet marketing like as business improvement, localized item sales, high quality online era and the rest. 2018 brought many adjustments Blog9T to the world of SEARCH ENGINE OPTIMISATION, including a few new criteria evolutions through Google. An expert Seo agency may help any dimensions of company take full advantage of web marketing and raise the likelihood associated with actual sales while simultaneously raise brand awareness one of the particular potential audience segment. Recently we were speaking about the subject with the friendly agency in Valencia plus we directed to this entrance of Search Engine Journal along with the 20 questions that need to be done to any SEARCH ENGINE OPTIMIZATION or SEO agency that desires to hire. SEO is really the shortened phrase for search motor optimization. I believe SEO within 2019 will largely be such as SEO in 2018, with the particular exception of some big” Search engines update that wipes out sufficient websites to make people think the algorithms have grown significantly smarter. SEARCH ENGINE OPTIMIZATION works by optimizing a cyberspace pages, conducting keyword research, plus earning inbound links. The organization offers excellent SEO packages that will help rank the clients' site within top three pages associated with search engine pages. That can make SEO an ideal lead era tool, because when searchers adhere to links back to your web site, you have the chance in order to convert them to leads, plus later make sales. Whenever asked to point out principles that are unique towards the particular web, most people will arrive up with two main types: SEO and social media. How many links do a person need for good off-page SEARCH ENGINE OPTIMIZATION? If you are carrying out a professional SEO audit for any actual business, you are going in order to have to think like the Google Search Quality Rater Along with a Google search engineer to offer real long-term value to the client. 44. Give your own social media profiles an SEARCH ENGINE OPTIMIZATION boost. 10% of our experts believe that will there's likely to be the lot of focus on cellular in 2019, as older SEOs realize optimizing for desktop is definitely pointless. White hat SEO is not really just about following guidelines, yet is about ensuring that the particular content the search engines indexes and eventually ranks could be the same content the user will see. Register and raise some sort of free donation for SEO Birmingham every time you shop on the web. Local SEO - Optimize that localized content on your web site to properly leverage local signs, online reviews and business entries. Learn more about content material optimization for SEO here. Along with paid-search it offers a very focused audience, visitors referred by SEARCH ENGINE OPTIMIZATION will only visit your web site if they are seeking particular home elevators your products or even related content. From keyword filling to link buying, the SEARCH ENGINE MARKETING landscape has seen numerous black-hat tricks — and Google often catches on. Chris Gregory, founder plus managing partner at Jacksonville dependent firm, DAGMAR Marketing, predicts that will AI and machine learning might have a big impact upon SEO in 2019 and SEOs who aren't technical will become left in the dust. Some SEO professionals also advise that anchor textual content should be varied as a lot of pages linking to one web page using the same anchor textual content may look suspicious to find motors. SEO trickery such because keyword ‘stuffing' in irrelevant written content simply won't cut it within the current day, with Google's algorithm taking over 200 elements to ensure that it's search positions provide results with valid and even authoritative sites, it is close to on impossible to complete anything some other than work with the research engines to make sure best quality SEO results. From a SEARCH ENGINE OPTIMIZATION perspective, the principal keyword need to be at the beginning adopted by the other relevant key phrases. Our six experts discuss their favorite SEO tips in addition to tactics for building big site visitors in 2018. Yes, all of us know it's still June plus we know it's only 2018 but if you haven't began planning and researching key styles which will affect you SEARCH ENGINE OPTIMIZATION in 2019 you could currently be falling behind. We furthermore take a look at just how new technologies like AI plus Voice search will begin in order to impact more on SEO since we move nearer to 2019 and beyond. Whenever every nation across the entire world is busy in making their own due contribution within the growth sector in their own method by taking the route associated with SEO service and online advertising, Singapore cannot stop stand nevertheless in one point. By 2019, content material marketing is set to turn out to be an industry worth $300 billion dollars. Off page SEO pertains to the strategies performed over and above your website that can end up being used to improve your research engine rankings. Due in order to the success of inbound advertising and SEO, more marketers are usually dedicated to improving their rank over other tactics. The best way to focus on these customers is by offering high-quality SEO content that offers genuine and useful information toward the readers. Another method provides a different page based upon whether the page is becoming requested with a human guest or a search engine, the strategy known as cloaking One more category sometimes used is greyish hat SEO This is within between black hat and whitened hat approaches, where the strategies employed avoid the site becoming penalized, but do not take action in producing the best content material for users. SEO specialists started in order to abuse PageRank in order in order to boost the rankings. Now could be a great time to take a nearer take a look at SEARCH ENGINE OPTIMIZATION marketing information because search is getting even worse for those types of B2B plus B2C businesses. SEO marketers plus writers typically come up along with different kinds of content in order to place the necessary keywords within. These are some of the particular most used types, and every one helps to give rise to the level of variety in conditions of website content. Certain black hat SEARCH ENGINE OPTIMIZATION techniques, such as keyword filling, are thought to be the SEARCH ENGINE OPTIMIZATION equivalent of spamming, and lookup engines will penalize them. Internet marketing is exclusively driven by SEO or lookup engine optimization. Others are usually simply traditional PR firms that have learned SEO as properly as the value of hyperlinks. Here's a cliche among electronic marketers: Search engine optimization (SEO) isn't what used to become. Google announced that will they released several minor enhancements over the period of the particular time of about a 7 days and after analysis, experts inside the SEO industry concluded that will the updates were the outcome of keyword permutations and web site using doorway pages. SEO, or Search Motor Optimization, means setting up your own website and content to show up through online search results. People which want to take their company to some new height plus generally and mostly believe within the way of SEO advertising. To possess a better SEARCH ENGINE OPTIMIZATION, helps your website can obtain on the top among well-known search engines like Bing plus Google. On the various other side, you can ensure a good effective content marketing campaign just when you apply the SEARCH ENGINE OPTIMIZATION techniques properly. SEO -- Search engine optimization: the procedure of making your internet site better with regard to search engines. The purpose of SEARCH ENGINE OPTIMIZATION writing is to make your own company more visual, more attractive in website search engines. SEO will be the practice of increasing the particular quantity and quality of site visitors to your website through natural and organic search engine results. 31. SEO data can notify a smart social media technique. Solid keyword & marketplace research assist SEO strategy plus allow us to supply realistic projections and forecasts of opportunity inside your market. Nevertheless, when this comes to developing and carrying out an audio SEO strategy with regard to your business, just creating content material for the keywords your clients are looking for is each arduous and, well, wrong. In this situation, in, the article ranks correct after the official Google recommendations (and it makes sense that will Google should be number one on their own branded query) but Smashing magazine is demonstrated as a position 0” little of text on the problem Google pop up guidelines” within. Search Engine Land, a top quality SEO blog this is the pillar of the community is usually ranking after Smashing (which occurs to be associated with a style blog than an SEO one). Ultimately, simply by the end of 2018 or even mid-2019, we'll see a golf swing back to natural” content created by real humans who may produce valuable content that really provides value. Hiring experienced SEO experts can ensure that your website climbs the search engine ranks with out using any illegal practices or even short cuts that could generate short-term spikes in the cyberspace ranking, but eventually lead in order to your website having to spend penalties. Official Site Associated with BlowFish SEO - Professional Search Motor Optimization Services operated by Robert DiSalvo SEO Located in Hand Beach Gardens, Florida. The takeaway here is definitely that if you might have got LOTS of location pages offering A SINGLE business in a single location, then those are really probably classed as some type of doorway pages, and most likely old-school SEO techniques for these types of type of pages will notice them classed as lower-quality : or even - spammy webpages. CRAWL this, like Google does, with (for example) Screaming Frog SEO spider, plus fix malformed links or items that result in server errors (500), broken links (400+) and unwanted redirects (300+). SEARCH ENGINE OPTIMIZATION gives you an attempt at position for the terms which your own customers use, so you may do better business. The job of the SEARCH ENGINE OPTIMIZATION is to create high-quality content material then win the attention, the particular love as well as the particular link from a blogger or even editor. The keyword difficulty or even keyword SEO difficulty is the very useful metric for key word research. Head associated with Marketing at @impressiontalk specialising within user-centred SEO, PAGE RANK, content marketing and digital technique. Primary will be on inbound marketing, including every thing from SEO to social mass media. However, a good agency providing SEO services is usually all about being proactive in order to keep up-to-date with the most recent search engine news and adjustments in SEO techniques. Video marketing provides new opportunities to drive even more visitors your site and enhance its SEO status. Lookup Engine Optimisation (SEO) in 2018 is really a technical, conditional and creative process to enhance the visibility associated with the website in search motors. Off-page SEO makes reference to the actions taken exterior of your own personal website that can easily help boost your search powerplant rankings. Due to the fact of this insufficient visibility this can be hard to create a sound business case intended for SEO, even though it is usually strikingly obvious of the advantages to most companies of the particular number one position on Search engines. This particular is a time-honored SEO exercise called broken link building. Positively engaging in reputation management, content material management and SEO (Search Motor Optimization) can give even the particular smallest business a chance in order to compete globally. Whether you are already adding SEO into your online marketing and advertising mix or not, you may ask yourself how aCO site stacks up against acom. With recent Google modifications, failure to look after cellular SEO could result in research invisibility, and mobile's bringing various other changes you'll need to end up being ready for. Voice research is going to be a single of the main parts of concentrate for SEO in 2019 plus beyond. By 2019 mobile advertising will represent 72% of all US digital advertisement spending. They will should realize that SEO Internet marketing and advertising mandates a business website, considering that it is a necessary on-line marketing tool. Eventually you can post these pages on various SEARCH ENGINE OPTIMIZATION sites or simply submit the particular web page so that the particular search engine spiders can examine on your created content. The history of SEO will go back to the 90s whenever the search engines emerged with regard to the first time. High quality articles is critical in any lengthy term SEO strategy. Successful SEO includes on-page strategies, which use intent-based key phrases; and off-page strategies, which gain inbound links from other sites. So, along with content advertising, SEO now must be deeply lined up with your company's PR initiatives. Information will be a good introduction to and summary of research engine optimization (SEO), a massively important tactic for driving visitors to your internet site. There will be a large amount of misinformation about exactly what an SEO campaign (company) may accomplish when it comes in order to search engines engine rankings. But using the particular SEO analysis tools, you may increase the chances of your own website's high ranking that may enable you to get more traffic and ultimately, more business and revenue. Those who have the many to get are small businesses that will before a new harder period breaking into the snug SEARCH ENGINE OPTIMIZATION world.

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7 Common Misconceptions About SEO 2019

Making money on-line is difficult for many individuals, but if you combine the particular power of article marketing along with SEO, or search engine marketing, then you have an nearly unbeatable combination. Ranking aspects can be divided into on-page SEO factors (including technical SEO) and link building or off-page SEO factors. Take the 10 pillar subjects you came up with within Step one and create the web page for each 1 which outlines the topic in a high level - making use of the long-tail keywords you arrived plan for each cluster within Step 2. A pillar web page on SEO, for instance, may describe SEO in brief areas that introduce keyword research, picture optimization, SEO strategy, and additional subtopics as they are recognized. On our blog all of us chronicle current trends in on the internet marketing and SEO and existing interesting studies, statistics and developments. Increased site usability - Within an effort to make your own site easier to navigate intended for the search engines, SEO concurrently helps to make your web site more navigable for users simply because well. You are capable to host your video upon YouTube for that foundational SEO greatest practices, but link and focus on the embedded video on your own own website. Image SEO is actually a crucial part of SEARCH ENGINE OPTIMIZATION different types of websites. Max DesMarais is definitely an SEO as well as PPC Specialist for Vital, some sort of Digital Marketing & PPC firm that specializes in PPC administration services. But this also has an incredible roundabout benefit to your bottom series: boosting your search engine search engine optimization (SEO). It may be the scenario (and I surmise this) that this introduction of a certain SEARCH ENGINE OPTIMIZATION technique initially artificially raised your own rankings for the pages within a way that Google's methods usually do not approve of, and as soon as that issue is spread out all through your site, traffic starts in order to deteriorate or is slammed inside a future algorithm update. PeepCon (which stands for The Someones Conference”) seeks to teach doable SEO and digital marketing classes. See how Matthew had taken a website from zero in order to one million visits in much less than a year, using the mix of blogging, content marketing and advertising, and SEO. Solid comprehending of the keywords, questions, and even phrases your ideal customers employ to find your products plus services is critical to successful SEO. 34. Applying SEO practices (such keyword optimization) to social media marketing raises discoverability when users search sociable platforms like Facebook and Youtube . com. Onsite SEARCH ENGINE OPTIMIZATION Guide — If you the particular actual link, you will observe a opt-in button where a person can download the Onsite SEARCH ENGINE OPTIMIZATION Guide. ” Matt Diggity will a lot of testing upon his own sites, and this manual reflects what on page strategies are working best for your pet. One important aspect associated with taking care of SEO is usually identifying issues that are harming search engine ranking positions plus reducing the traffic you receive through SERPs. User-generated content like reviews assist SEO through SMO, because this often comes in the type of social shares, likes, or even commenting, or common threads such as hashtags that point back toward a brand. Local SEARCH ENGINE OPTIMIZATION services offer a very focused online marketing approach, (it's not really like dropping off brochures upon front-porch steps or paying for a good ad in a local newspapers that could or may not really be seen by a feasible client that is actually fascinated in your products or services).

SEO or the particular Search Engine Optimization is certainly an method of increasing visitors generation for an internet company. Cisco approximated that by 2019, video may make up 80% of almost all consumer internet traffic. In line along with the previous point, SEOs will certainly consider various landing pages along with proper keywords, meta tags plus the overall website structure through the SEO point of see. Including relevant key phrases in the title, URL, plus headers of the page plus making sure that a web site is crawlable are actions that will site owners can take in order to improve the SEO of their particular site. To fulfill intent and position well in the long work, build your SEO marketing technique around topics, not keywords In case you do that, you will find a person can naturally optimize for essential keywords, anyway. Artificial cleverness (AI) and voice searches are usually two technologies that are currently affecting SEO but will most likely have an even bigger effect in 2019 and the yrs to come. They are usually also great for video SEARCH ENGINE OPTIMIZATION, and get great organic rating online and Google. Remember keywords are usually the KEY in SEO composing guidelines. It deeply analyze your internet site and reveals each opportunity intended for your SEO improvement by concentrating on key factors like sociable media, technologies, local SEO, website visitors, usability, search ranking efforts plus mobile SEO. A SEO specialist or agency can audit your own site and appear at exactly how it is performing against your own most important keywords. Without the doubt, one of the greatest trends that has already started to take place and may continue well into 2018 may be the consolidation of niche MarTech gamers by larger content cloud suppliers, with the role and significance of SEO increasing significantly all through this transformation. SEO Internet marketing provides major components, which develop the particular website traffic, and top research engine rankings. SEO is brief for Seo, and there will be nothing really mystical about this particular. You might have heard the lot about SEO and just how it works, but basically exactly what is a measurable, repeatable procedure which is used to deliver signals to search engines that will the pages are worth displaying in Google's index. Topic clusters possess been lauded because The Biggest Contribution Of SEO 2019 To Humanity the future associated with SEO and content strategy, yet are widely underreported on (so now's the time to hit! ) 93% of B2B companies use content marketing. Teresa Walsh, Marketing Professional at automobile site, Cazana, forecasts that hyper organic targeting will probably increase its importance in 2019 with more location search plus more voice search. We get to the particular bottom of on-page SEO troubles in order for search motors to clearly see what your own website is all about. SEO requires you to continuously become a student because of just how quickly the algorithms of research engine companies change. Google's punishing methods probably class pages as some thing akin to a poor UX if they meet certain detectable criteria e. g. lack associated with reputation or old-school SEO stuff such as keyword stuffing a site. Because it turns out, there's more in order to on-page SEO than optimizing intended for keywords. Search engines motor optimization (organic SEO) describes the particular methods used to obtain the high placement (or ranking) upon a search engine results web page in unpaid, algorithm-driven results upon the given search engine. Also, videos possess a lot of untapped possible - great for SEO and even make for good user diamond. The really best SEO expert 2019 will certainly tell you for High-End mobile devices, we're seeing more format changes to focus, provide the better experience, search results. Social SEO is especially helpful for online reputation administration. It isn't just the method that Google ranks optimized articles, but the way that that they rank poorly constructed or taboo content that will push the ranking to where it should to be in 2019. Ray Cheselka, SEO & Google adwords Manager at SEO and style agency, webFEAT Complete, predicts that will sites with over a 2 second load time will become penalized, and search intent is definitely going to carry on and grow within importance. SEO consists of ordering the site's architecture and hyperlinks to make pages inside the particular website easier to find plus navigate. In contrast, content material that no one is humming about have minimal effect upon social SEO. They are usually generally knowledgeable within the are usually of both SEO and content material marketing. When it arrives to reviews, customers work as a good army of link builders plus keyword writers so your SEARCH ENGINE OPTIMIZATION structure is shaped without a person having to lift a hand. A greater number associated with people will stick to tone of voice search, so SEO specialists may need to adjust to this particular relatively new kind of lookup. Seo or SEO is usually a powerful method to generate targeted traffic to your internet site and hopefully increase your bottom part line. Whilst many marketing tactics rely upon you reaching out to your own audience, SEO gives you the particular power to achieve people whenever they are actively searching away information related to your solutions and products. Light hat SEOs the actual recommendations of Google and other lookup engines like google. As Google's search engine outcomes become increasingly monetized and some other platforms such as Amazon plus YouTube gain more SoV plus search volume, I think we are going to overdue for the focus associated with SEO to shift far through Google. Traditional SEO is definitely focused on building (keyword relevant) links and (keyword relevant) content material. The main reason these kinds of are sometimes misunderstood is because there are a whole Internet underbelly of alleged SEO companies that you may pay to link to your own site on their networks associated with low-quality articles. However, before we obtain to our main event, We must note that after the 2017 edition of SEO developments launched last year on Lookup Engine Journal, we heard the couple of complaints about simply how long it was. After that your boss tells you you aren't accountable for search engine marketing (SEO), too. Michael jordan Harling, SEO Specialist at Roman Blinds Direct, agrees with the particular consensus that voice search will certainly be the trend in 2019.

The sensible strategy for SEO would certainly still appear to be in order to reduce Googlebot crawl expectations plus consolidate ranking equity & possible in high-quality canonical pages plus you do that by reducing duplicate or near-duplicate content. This can take a LONG period for a site to recuperate from using black hat SEARCH ENGINE OPTIMIZATION tactics and fixing the difficulties will never necessarily bring organic visitors back as it was prior to a penalty. The particular best SEO Guide is right here to dispel those myths, plus give you all you require to know about SEO in order to show up on the internet and various other search engines, and ultimately make use of SEO to grow your company. > > Upon Page Optimization: On-page SEO is definitely the act of optimizing novel pages with a specific finish goal to rank higher plus acquire more important movement within web crawlers. There are a lot Blog9T of websites providing pertinent information regarding SEO and online marketing, and you will learn from them. But it's perplexing why some businesses don't consider harder with analysis, revisions, plus new content with their SEARCH ENGINE OPTIMIZATION online marketing strategy. An effective SEO strategy may be made up of a mix of elements that ensure your web site is trusted by both consumers as well as the lookup engines. By taking their particular marketing needs online and employing confer with an experienced SEARCH ENGINE OPTIMIZATION agency, a business will be able to achieve thousands, or even millions associated with people that they would possess not been able to normally.

Numerous of these so-called 'tweaks' include advertising and link-gathering, and I actually use SEO and article marketing and advertising for that. Within 2018, your SEO success is not going to depend on how well a person optimize your website for Search engines. But if you're brief on money, use these diy SEO suggestions to improve your natural rankings. If you choose SEARCH ENGINE OPTIMIZATION, you're helping Google's spiders in order to crawl and understand your content. The job of a good SEO is to manage the particular optimization of websites to guarantee they gain web site traffic from lookup engines such as Google and Bing. One great bit of content that will ranks well within the research results is its beginner's explained SEO. SEOs in addition to online marketing specialists in standard who are dealing with intercontinental websites or for online businesses thinking about going international can certainly benefit from attending ISS. We might like to serve you in order to save money and your power by offering affordable SEO solutions to increase link popularity. Work the key phrase into the SEO page name, content header, image, image betagt text, etc. SEO equipment provide position monitoring, deep key phrase research, and crawling through easy to customize reports and analytics. Certainly, white hat SEO always integrated creating high quality, unique content material as a prerequisite for getting long-term quality results, this reality hasn't changed. Beyond compensated and organic, there are various other types of SEO and expertise and niches within search motor marketing. Based on SEO software program company Moz's bi-yearly survey upon search engine ranking factors, the particular titles on your page are usually one of the nine almost all important considerations a search motor makes. Having an SEO method that effectively promotes your picture taking business, driving new traffic plus taking into consideration the requires of the site visitors while you concentrate on perfecting your own art is a really highly effective tool. SEO is Research Engine Optimization and it is usually required for make a web site view-able. And you may see the section on exactly where to use keywords for even more information on integrating these key phrases into your SEO content technique. 22. Use social media in order to boost local SEO. SEO is the acronym for Seo. Even though certain techniques of SEO articles remain the same, like not really compromising on quality; there are usually definitely techniques which have advanced from the past and a person should find out whether your own SEO articles writing services are usually very well aware of that will or not. SEO service companies are specialized in increasing the particular traffic to your site simply by increasing your position in the particular search engine ranking positions. Bring in international people to your web sites with these SEO tips. The top challenges within organic SEO are link creating (easy-to-get links no more possess much value) and keyword analysis (the low-hanging fruit is lengthy gone). For illustration, the word ‘SEO tips' is furthermore included inside the less competing phrase ‘SEO tips 2019', which usually is searched for too. If you understand you might have VERY lower-quality doorway pages on the site, a person should remove them or think again about your SEO strategy if a person want to rank high within Google for the long expression. One of the problems engines like google and Bing have often attempted to overcome is knowing which external links exist exclusively for SEO purposes and which usually links represent a true sign that the source content is definitely of value to the visitors. 2018 has currently seen some particularly significant SEO paradigm shifts from Mobile First” in order to the ever-advancing Rankbrain machine-learning formula. Content marketing will be a bigger approach which along with SEO forms a part associated with your digital marketing strategy. What You Should Know: The particular future of search engine marketing is Semantic SEO. Links plus technical SEO are the biggest pieces of the pie, yet multimedia efforts such as movie, photos, and podcasts will become the game changer and differentiator in many competitive markets. Occasional, and We do more occasional and not really frequent, usage of keywords plus keyword phrases in these hyperlinks may also help very somewhat in your SEO processes. Excelling at SEARCH ENGINE OPTIMIZATION means serving your visitors—not simply search engines. Here arrives the idea of SEO or even search engine optimization. The particular fact remains that SEO solutions assure clients that even in the event that the site will not position among the top search motors like google, the money may not be a waste credited to the refund. In 2018, SEO is content and articles is SEO, content is electronic and digital is content. Before starting a good SEO project, site owners need to carefully read through the site owner guidelines that every search motors provides and follow recommended greatest practices. This is clear that when website owners hire a search engine optimisation SEO expert, they stand the better chance of maximizing their particular SEO services. Search motors cannot understand this type associated with content, so it's crucial to design and style video pages in an SEARCH ENGINE OPTIMIZATION oriented manner. Subscribe to our weekly SEARCH ENGINE OPTIMIZATION and daily SearchCap newsletters for a summarize of all the latest SEARCH ENGINE OPTIMIZATION related news, tips and strategies from Internet search engine Property and other sources all more than the Web. When most likely logged in, go to SEARCH ENGINE OPTIMIZATION Toolkit » Keyword Research » Keyword Overview. For almost any SEO technique to operate successfully you will need content and that will can come in any type like keywords, articles or websites. From 2019, AI will certainly be utilized by the businesses to acquire higher rankings upon search engines. For that reason, it can be a great idea to incorporate expenses regarding professional SEO content in your own quarterly marketing budget. Google will see right by means of sneaky, black hat SEO methods like creating duplicate pages, generating pages with thin content simply for the sake of obtaining more pages and buying back links. SEO differs from local lookup engine optimization in that the particular latter is targeted on customization a business' online presence therefore that its web pages is definitely going to be displayed simply by search engines when a consumer enters a local search regarding its products or services. The challenge for webmasters plus SEO is that Google won't want company owners to rank intended for lots of keywords using autogenerated content especially when that creates A LOT of pages upon a website using (for instance) a list of keyword variants page-to-page. In time, the collection between social media marketing management, channel growth, and SEO will be considerably blurrier than it really is usually today. In 2016, SEO experts possess determined which factors are nearly all likely to affect your SEARCH ENGINE OPTIMIZATION rankings. Customers and marketers will need in order to begin implementing multiple forms associated with digital marketing tactics including compensated search, social media marketing, nearby SEO, in addition to SEARCH ENGINE OPTIMIZATION if they hope to rule a given Google SERP. Before beginning with this, the SEO experts should visit your business and realize each and every aspect associated with your company so that these people can help your achieve your own marketing goals. What really matters in SEARCH ENGINE OPTIMIZATION in 2018 is what a person prioritise today to ensure that will in 3-6 months you may see improvements in the high quality of your organic traffic. Mobile will account for 72% of US digital ad invest by 2019.

Ultimately, simply by the end of 2018 or even mid-2019, we'll see a golf swing back to natural” content created by real humans who may produce valuable content that really provides value. Hiring experienced SEO experts can ensure that your website climbs the search engine ranks without having using any illegal practices or even short cuts that could create temporary spikes in the home page's ranking, but eventually lead in order to your website having to pay out penalties. Official Site Associated with BlowFish SEO - Professional Search Motor Optimization Services operated by Robert DiSalvo SEO Located in Hand Beach Gardens, Florida. The takeaway here is definitely that if you might have got LOTS of location pages helping A SINGLE business in 1 location, then those are extremely probably classed as some type of doorway pages, and most likely old-school SEO techniques for these types of type of pages will discover them classed as lower-quality : or even - spammy web pages. CRAWL this, like Google does, with (for example) Screaming Frog SEO spider, plus fix malformed links or stuff that result in server errors (500), broken links (400+) and needless redirects (300+). SEARCH ENGINE OPTIMIZATION gives you an attempt at rank for the terms which your own customers use, so you may do better business. The job of the SEARCH ENGINE OPTIMIZATION is to create high-quality articles and after that win the attention, the particular love as well as the particular link from a blogger or even editor. The keyword difficulty or even keyword SEO difficulty is the very useful metric for key word research.

Link building is a type of off-site SEO where various other sites link back to your own site if they feel a person offer something of value in order to their audience. In many important areas they overlap; if SEARCH ENGINE OPTIMIZATION is more technical and provides to a narrow sphere, articles marketing takes a holistic strategy. Equally, presently there is no point in spending your SEO marketing efforts simply by delivering lots of traffic in order to your website from highly appropriate search queries, when the consumer experience upon landing on that will website is poor quality. On web page, SEO relates to keywords. In addition to the over search engine optimization solutions, SEARCH ENGINE OPTIMIZATION services provide other Internet advertising services, which includes: search-friendly internet design, pay-per-click (PPC) advertising promotions, backlink programs, SMO services, blog page optimization and marketing, targeted nearby search engine marketing, and cellular marketing optimization. A successful SEO effort demands to move beyond building joyful to rank on highly explored keywords and should have the heavy focus on providing solutions for genres of unique inquiries that many people might research by voice. Learn the particular strategy behind great SEO, which includes keyword planning, content optimization, hyperlink building, and SEO for e-commerce, local search, and mobile viewers. Search engine optimization or SEO is definitely the simple process of making sure a website can be discovered in search engines for terms and phrases relevant to exactly what the site is providing. A several of the popular keyword analysis tools are Wordtracker, SEOMOZ Key phrase Difficulty Tool, SEOBook Keyword Device and Google Keyword Tool. Thankfully, SEO allows webmasters to offer clues that the engines may use to understand content. Because less as 20% dentists within a city hire SEO expert s who really wants that shift within their Google ranking. The particular analytical part of the SEARCH ENGINE OPTIMIZATION is about tracking organic key word positions, website traffic and the engagement in Google Analytics, Website owner Tools and many other specific tools. Mobile SEARCH ENGINE OPTIMIZATION is nothing than a typical SEO, creating content and marking to be able to endure out online. SEO rankings are placing excess fat than ever upon what users have to state. The Search Gaming console will help you to evaluate your keyword rankings, CTRs, probable Google penalties and many some other useful data for technical SEARCH ENGINE OPTIMIZATION. Blog posts, guides, whitepapers, situation studies, videos, and social content all need to include the particular right keywords for social plus SEO. For even more detailed information on the make use of of keywords on your web site visit SEOcious to will discover many other important factors included in having your web web page in the top 10 entries on the search engines. SEARCH ENGINE OPTIMIZATION, search engine optimization is just about all about search engines, search motor result page (SERP), search position, online visibility, and quality visitors. If your site has about 5-10 niche key phrases that are extremely targeted yet not very competitive, your SEARCH ENGINE OPTIMIZATION pricing is going to end up being quite less.

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10 Things You Should Know About SEO 2019

First of all, allow us just quickly define exactly what Localized Search Engine Optimisation (Local SEO) is. Local SEO is usually basically the optimising your internet site to perform better within the particular search engines by allowing this to be found for your key phrases which relate to the region by which you're located. Because it turns out, there's more in order to on-page SEO than optimizing with regard to keywords. Search engines motor optimization (organic SEO) describes the particular methods used to obtain the high placement (or ranking) upon a search engine results web page in unpaid, algorithm-driven results upon the given search engine. Also, videos include a lot of untapped possible - great for SEO and even make for good user proposal. The quite best SEO expert 2019 will certainly tell you for High-End mobile devices, we're seeing more format changes to focus, provide the better experience, search results. Social SEO is especially helpful for online reputation administration. It isn't just the approach that Google ranks optimized written content, but the way that they will rank poorly constructed or taboo content that will push the ranking to where it really should to be in 2019. Ray Cheselka, SEO & Ppc Manager at SEO and style agency, webFEAT Complete, predicts that will sites with over a 2 second load time will become penalized, and search intent is usually going to always grow within importance. SEO consists of ordering the site's architecture and hyperlinks to make pages inside the particular website easier to find plus navigate. In contrast, content material that no one is humming about have minimal effect upon social SEO. They are usually generally knowledgeable within the are usually of both SEO and content material marketing. When it arrives to reviews, customers work as a good army of link builders plus keyword writers so your SEARCH ENGINE OPTIMIZATION structure is shaped without a person having to lift a hand. A greater number associated with people will stick to tone of voice search, so SEO specialists may need to adjust to this particular relatively new kind of lookup. Seo or SEO is definitely a powerful method to generate targeted traffic to your site and hopefully increase your bottom part line. Whilst many marketing tactics rely upon you reaching out to your own audience, SEO gives you the particular power to achieve people whenever they are actively searching away information related to your providers and products. Light hat SEOs the actual recommendations of Google and other research engines like google. As Google's search engine outcomes become increasingly monetized and various other platforms such as Amazon plus YouTube gain more SoV plus search volume, I think wish overdue for the focus associated with SEO to shift far through Google. Traditional SEO is usually focused on building (keyword relevant) links and (keyword relevant) articles. The main reason could possibly be sometimes misunderstood is because there are a whole Internet underbelly of alleged SEO companies that you may pay to link to your own site on their networks associated with low-quality articles. However, before we obtain to our main event, We must note that after our own 2017 edition of SEO tendencies launched last year on Research Engine Journal, we heard the couple of complaints about simply how long it was. After that your boss tells you you aren't accountable for search engine marketing (SEO), too. Michael jordan Harling, SEO Specialist at Roman Blinds Direct, agrees with the particular consensus that voice search can be the trend in 2019. Ultimately, simply by the end of 2018 or even mid-2019, we'll see a golf swing back to natural” content created by real humans who may produce valuable content that really provides value. Hiring experienced SEO experts may ensure that your website climbs the search engine ranks with out using any illegal practices or even short cuts that could generate temporary spikes in the cyberspace ranking, but eventually lead in order to your website having to spend penalties. Official Site Associated with BlowFish SEO - Professional Search Motor Optimization Services operated by Robert DiSalvo SEO Located in Hand Beach Gardens, Florida. The takeaway here is usually that if you might possess LOTS of location pages offering A SINGLE business in one particular location, then those are extremely probably classed as some type of doorway pages, and most likely old-school SEO techniques for these types of type of pages will discover them classed as lower-quality -- or even - spammy webpages. CRAWL this, like Google does, with (for example) Screaming Frog SEO spider, plus fix malformed links or stuff that result in server errors (500), broken links (400+) and unneeded redirects (300+). SEARCH ENGINE OPTIMIZATION gives you a go at rank for the terms which your own customers use, so you may do better business. The job of the SEARCH ENGINE OPTIMIZATION is to create high-quality articles and after that win the attention, the particular love as well as the particular link from a blogger or even editor. The keyword difficulty or even keyword SEO difficulty is the very useful metric for key phrase research. The traditional method to SEO has been devoted to creating excellent content that will is easily searchable via research engine bots. To realize SEO, you'll also need in order to know how Google search functions. 2019 may still use many of these kinds of newly implemented tactics, but research engine optimization experts are in addition suggesting there will be a lot more. Currently more than half associated with searches account for mobile products, and the number will surely proceed up in 2019. Within the remaining 2018 quarter, a person need to invest in mobile-first content that will rank a person higher in mobile search within 2019. The vast majority of your SEO learning ought to come from online resources, yet there are a few textbooks that will help you conceptually understand the history of lookup, search engines, and how SEARCH ENGINE OPTIMIZATION has changed through the many years. There are numerous methods that webmasters use within order to entice potential clients to their site—one of the particular most important and effective associated with those being Seo (SEO). SEO is important for a lot of companies because if individuals find you with a web lookup and find what they're searching for, you can receive a lot of new web visitors that will can help you earn even more money. Good SEO follows guidelines that Search engines determines are best practices in order to have your articles ranked upon top. SEARCH ENGINE OPTIMIZATION services do thorough keyword analysis for the specific website, and after that optimize the information on the particular basis of these keywords plus theme of website. Ranking elements can be divided into on-page SEO factors (including technical SEO) and link building or off-page SEO factors. Take the 10 pillar subjects you came up with within Step one and create the web page for each a single which outlines the topic from a high level - making use of the long-tail keywords you emerged plan for each cluster within Step 2. A pillar web page on SEO, for instance, may describe SEO in brief areas that introduce keyword research, picture optimization, SEO strategy, and additional subtopics as they are determined. On our blog we all chronicle current trends in on-line marketing and SEO and provide interesting studies, statistics and tendencies. Increased site usability - Within an effort to make your own site easier to navigate with regard to the search engines, SEO at the same time helps to make your site more navigable for users simply because well. You are capable to host your video upon YouTube for that foundational SEO greatest practices, but link and focus on the embedded video on your own own website. Image SEO is actually a crucial part of SEARCH ENGINE OPTIMIZATION different types of websites. Max DesMarais is definitely an SEO plus PPC Specialist for Vital, some sort of Digital Marketing & PPC firm that specializes in PPC managing services. But this also has an incredible roundabout benefit to your bottom collection: boosting your search engine marketing (SEO). It may be the scenario (and I surmise this) how the introduction of a certain SEARCH ENGINE OPTIMIZATION technique initially artificially raised your own rankings for the pages within a way that Google's methods tend not to approve of, and as soon as that issue is spread out all through your site, traffic starts in order to deteriorate or is slammed inside a future algorithm update. Here's a true statement you don't need to hear as often: Your SEARCH ENGINE OPTIMIZATION technique for 2018 shouldn't concentrate on keywords. (1888PressRelease) Stone Marketing, a Boston-based, full-service SEARCH ENGINE OPTIMIZATION and internet marketing firm today announces they have been rated as the number five SEARCH ENGINE OPTIMIZATION firm in the 2010 Advertising World Top ten SEO Firm Award initiative. According to Forrester Analysis, the number of global smart phone subscribers is expected to achieve 3. 5 billion by 2019, crossing the 50% mark regarding smartphone penetration by 2018, plus reaching 59% by 2019. On-page SEARCH ENGINE OPTIMIZATION ensures that your site can be read by both possible customers and search engine programs. In 2019, voice-search will end up being the dominant way that individuals search. But SEO is all regarding the organic” rankings, which show up in the middle of the particular search results page. The most important SEARCH ENGINE OPTIMIZATION factor for creating high-quality content material is doing good keyword analysis. Formula changes in 2018 seem in order to centre on reducing the effectiveness of old-school SEO techniques, along with the May 2015 Google ‘Quality' formula update bruisingly familiar. Keep in mind in SEO article writing suggestions you keywords have to create sense too. Domain Authority within SEO is a rank that will measures how popular and reliable search engines call at your own website. If the key phrases you happen to be hoping to rank with regard to don't show on the page, this will be much more tough to achieve your goals : making on-page optimization a essential part of most SEO promotions. Carrying out technical SEARCH ENGINE OPTIMIZATION for local search engines is usually really a similar process. Search engine optimization (SEO) is definitely a way to generate even more (and desired) traffic to your own site with the help associated with better search engine rankings intended for a keyword. SEO had gone through drastic changes over the many years and getting higher rankings upon search engines by stuffing the particular information with too many key phrases is a thing of the particular past. This should be considered a important part of any local SEARCH ENGINE OPTIMIZATION checklists, as reviews and rankings could make it easier to stand out in search engine results. Lookup Engine Optimization, or SEO, need to rank in as one associated with the biggest part of your own finances for online advertising. SEO or even Search Engine Optimisation is the particular name given to activity that will attempts to improve search motor rankings. Search engine optimisation How To Get People To Like SEO 2019 (SEO) is the procedure intended for affecting the visibility of the website or a web web page in a web search engine's unpaid results—often referred to because " natural ", " natural ", or "earned" results. Nearby SEO utilizes a variety associated with strategies — getting your web site ranked on search engines such as Google, business directories such because Yelp, Superpages, Foursquare, Yellowbook, Search engines My Business listing, Bing Locations for Business page, localized content material on your website, online testimonials and other strategies. We frequently compose in-depth analyses on the method SEO and digital marketing is definitely used to boost the traffic in order to various websites. SEO specialists started in order to abuse PageRank in order in order to boost the rankings. Now could be a great time to take a nearer take a look at SEARCH ENGINE OPTIMIZATION marketing information because search is getting even worse for those types of B2B plus B2C businesses. SEO marketers plus writers typically come up along with different kinds of content in order to place the necessary keywords within. These are some of the particular most used types, and every one helps to help with the level of variety in conditions of website content. Certain black hat SEARCH ENGINE OPTIMIZATION techniques, such as keyword filling, are viewed as to be the SEARCH ENGINE OPTIMIZATION equivalent of spamming, and research engines will penalize them. Internet marketing is exclusively driven by SEO or research engine optimization. Others are usually simply traditional PR firms which have learned SEO as nicely as the value of hyperlinks. Here's a cliche among electronic marketers: Search engine optimization (SEO) isn't what used to end up being. Google announced that will they released several minor enhancements over the period of the particular time of about a 7 days and after analysis, experts inside the SEO industry concluded that will the updates were the outcome of keyword permutations and web site using doorway pages. SEO, or Search Motor Optimization, means setting up your own website and content to show up through online search results. People which want to take their company to some new height plus generally and mostly believe within the way of SEO marketing and advertising. The Technical Audit Checklist Produced For Human Beings — Within this post by Distilled, a person will find a link in order to a Google sheet that provides an technical SEO audit guidelines and links to resources upon how to complete each checkbox. Then each time the phrase SEO appears on your web site, it's automatically changed into the link you specified. Keyword Analysis for SEO: The Definitive Guideline — This comprehensive guide simply by Brian Dean teaches you the number of strategies for locating keywords and determining intent with regard to your target market. On-page and off-page SEO function together to improve your lookup engine rankings in complementary style; however, SEOs generally advise obtaining your on-page SEO ducks within a row before focusing as well much on off-page SEO. Within 2019, web-based businesses will embrace more voice-to-text technology to boost engagement and search activity. There are many SEO sites suggesting that they can offer a service to make the website LSI friendly, or meet up with ‘LSI requirements'. The particular art of web SEO is situated in focusing on how individuals search for things and knowing what type of results Search engines wants to (or will) screen to its users. Social mass media SEO would encourage your present customers to come back whilst helping you develop authority intended for potential ones. He is an expert in SEO, Content Marketing, plus Pinterest Marketing. An SEARCH ENGINE OPTIMIZATION expert plays a huge part in helping companies build their own businesses and attract new clients through website traffic. Businesses with multiple websites and SEO-agencies can set up report web templates. Its search engine marketing group provides expertise in Pay-per-click marketing services, organic SEO and sociable media optimisation. The particular ads that you often notice on various web pages proven and those that also show up on the rightmost side associated with search engine results are inorganic SEO examples. While I nevertheless see this trend in have fun with with many enterprises still within the midst of their electronic transformation, the convergence in the particular MarTech space is creating numerous synergies and opportunities and this particular should be seen as the welcome development for brands plus agencies who are looking regarding an edge in regards in order to their SEO driven content marketing and advertising or outreach strategies. Along with the only complete certainty that SEO's, Website owners may have numerous adjustments to make to internet sites under their care in the particular mobile and voice search scenery. The basics of GOOD SEO hasn't changed for years - even though effectiveness of particular elements offers certainly narrowed or changed within type of usefulness - a person should still be focusing upon building a simple site making use of VERY simple SEO best practices - don't perspiration the small stuff, while all-the-time paying attention to the essential stuff - add plenty of unique PAGE TITLES and lots associated with new ORIGINAL CONTENT. Keyword research is usually THE first step of any kind of SEO campaign. Our six experts reveal their favorite SEO tips in addition to tactics for building big visitors in 2018. Yes, all of us know it's still June plus we know it's only 2018 but if you haven't began planning and researching key developments which will affect you SEARCH ENGINE OPTIMIZATION in 2019 you could currently be falling behind. We furthermore take a look at exactly how new technologies like AI plus Voice search will begin in order to impact more on SEO since we move nearer to 2019 and beyond. Whenever every nation across the globe is busy in making their particular due contribution within the advancement sector in their own method by taking the route associated with SEO service and online advertising, Singapore cannot stop stand nevertheless in one point. By 2019, articles marketing is set to turn out to be an industry worth $300 billion dollars. Off page SEO pertains to the strategies performed over and above your website that can end up being used to improve your lookup engine rankings. Due in order to the success of inbound marketing and advertising and SEO, more marketers are usually dedicated to improving their rank over other tactics. The best way to focus on these customers is by delivering high-quality SEO content that offers genuine and useful information toward the readers. Another method provides a different page based upon whether the page is becoming requested with a human guest or a search engine, the strategy known as cloaking An additional category sometimes used is gray hat SEO This is within between black hat and whitened hat approaches, where the strategies employed avoid the site becoming penalized, but do not take action in producing the best content material for users. Content written simply by customers gives sites legitimacy plus it earns SEO juice each from manual and automatic ranking systems. Throughout 2018, this trend is about the rise and if an individual invest in making your web site mobile friendly you will take pleasure in higher search positions in 2019 as well. When making a site for Google in 2018, a person need to understand that Search engines has a long list associated with things it will mark websites down for, and that's generally old-school SEO tactics which are usually now classed as ‘webspam‘. Besides getting social plus having a good time, your own social media profiles can favorably affect your SEO efforts. Since so many people rely on voice search being the pattern in 2019, I, Nicole Bermack (this article's author), am coining the phrase VSO - voice research optimization. Clever brands and agencies are changing new SEO, social and content material marketing strategies to join their particular customer conversations. Search engine marketing (SEO) is the art plus science of getting pages in order to rank higher in search motors such as Google. A person can audit your page's SEARCH ENGINE OPTIMIZATION health, compare SEO metrics regarding a number of pages, plus analyze both external and inner links on any given internet page. Content companies that will offer SEO content creation providers are experts in creating content material that are not only improved for search engine rankings yet also add value for your own business in terms of brand name awareness, customer engagement and enhanced sales. With internet customers who use their mobiles in order to search on the increase, since an SEO consultant it can make sense to get a look at the particular effects SEO marketing is putting on search engine optimization. The sole purpose of SEARCH ENGINE OPTIMIZATION Services is to improve your own search engine ranking. Guarantee redirected domains redirect through the canonical redirect and this too provides any chains minimised, although Help make sure to audit the backlink user profile for any redirects you stage at a page just such as reward comes punishment if individuals backlinks are toxic (another kind of Google opening up the particular war which is technical seo on a front it's not really, and in fact is speak, to building backlinks to your own site). In order to smoothen out the software system interface problem, the web developing team as well as the particular SEO specialist work together in order to build the major search motors friendly programs and code which can be easily integrated into the user's website. They will have got to find SEO expert sites, who will help the company owner's site have many clients in internet marketing. This is due to the fact they are not SEO helpful and can affect your positioning significantly. These SEO crawler programs are similar to Google's own crawlers and will provide you an overview showing just how your page will perform within SEO rankings. Google is making certain it takes longer to notice results from black and white hat SEARCH ENGINE OPTIMIZATION, and intent on ensuring the flux in its SERPs structured largely on where the searcher is in the world during the particular time of the search, plus where the business is situated near to that searcher. You may generally see outcomes of SEARCH ENGINE OPTIMIZATION efforts once the webpage proceeds to be crawled and listed by a internet search motor. Possibly the best form of interpersonal media to pay attention in order to when turning to SEO will be Google Plus. One particular of the most successful approaches to ensure your clients locate your photography business is by means of implementing an SEO strategy, this kind of is more than just producing it to number 1 about Google, it means ensuring the fact that a varied and steady steady stream of traffic is planning to your site, over plus above that of your competition. If you are usually willing to improvise your web site search and boost up your own Google ranking, but do not really have time or resources regarding doing that, hire an SEARCH ENGINE OPTIMIZATION specialist for the same objective. Mobile SEO is definitely mobile search engine optimization or even optimizing content for a much better search ranking. Titles on pages and explanations affect what people see within search results, so it's important to check these out within any SEO audit. Search motors give some guidelines for SEARCH ENGINE OPTIMIZATION, but big search engines maintain result ranking as a industry Blog9T secret. Along with $80 billion forecast to turn out to be spent annually on SEO — and content marketing set for you to be considered a $300+ billion industry by means of 2019 — it might end up being tempting for stakeholders to notice SEO and content marketing while cost centers rather than income centers. While that will theory is sound (when concentrated on a single page, when the particular intent is to deliver energy content to a Google user) using old school SEO methods on especially a large web site spread out across many webpages seems to amplify site high quality problems, after recent algorithm adjustments, and so this type associated with optimisation without keeping track associated with overall site quality is self-defeating in the long run. It's maybe not an ideal SEO page title because of the multiple distinct services, however the structure might give rise to rankings for some long-tail keyword phrases. SEOs will have to collaborate carefully with designers and developers in order to prioritize technical SEO and user friendliness search engine ranking factors to achieve a competitive edge. Further SEO Smart hyperlinks allows you to set upward your own personal keywords and set associated with matching URLs. In case search engine optimization SEO will not involve ethical practices, the particular website may have low presence on Google and even be taken out from the Google index. An SEO technique is definitely considered white hat if this conforms to the search engines' guidelines and involves no deceptiveness. As an SEO, which indicates that you have to considerably raise your standards around high quality content and links in purchase to achieve top search motor rankings. Most SEO focuses on enhancing for Google's search engine, which usually dominates the overall search marketplace with a share of more than 90%. 7. Social indicators may even become more essential to SEO with time. Solitary Grain is really a electronic marketing agency that helps businesses like Uber, Amazon and Salesforce grow their revenues online making use of SEO plus paid advertising. This can be a growth chance regarding content marketing-specific agencies and the necessary and justified budget range item for in-house SEO groups. SEO includes both technical and creative components necessary to improve rankings, drive visitors, and increase awareness in research engines.

[appmarketingsolutions]

How to retain your app users

The application market is tough and demanding, that’s for sure. One of the most important things that you must to bear in mind is how to retain your app users. Whether if your users are satisfied with your application or not, both scenarios will affect the success of your application.

It’s simple, if users are pleased, you will be able to retain app users. On the other hand, if they are not happy with something (or everything), they will leave and use a competitors app. Pleased Users will maybe leave a positive feedback, unpleased users will most likely leave a negative feedback. This is an important factor for your apps success as the rating of your app is a very important factor for your overall app ranking. Your App Ranking is crucial to recieve the most visibility for your app. And the most visibilty will lead to the most downloads, which, of course, will also lead to the best monetization for your app.

On the other hand, if your app has some competitors (which today is very common as there are only a few truely unique apps), your unpleased users will find a competitors app that uses similar keywords and will maybe leave a positive review, which will increase their apps ranking further. Do you really want to increase the ranking of your competitors?

If you are interested in learning more about how to stop this spiral, read on!

Create a smooth experience to retain your app users

The perception of your app from a users perspective is the most important thing you need to understand to market your app successfully. Pop Ups, Disturbing Ads, too many notifications and errors can ruin the acceptance of any of your app users. Focus on building the smoothest experience possible, don’t disturb your users with spam and try to avoid negative impressions and experiences as much as possible.

To put into perspective: Imagine that you’ve downloaded a new applications. Suddenly, it starts to send you notifications that are completly irrelevant for you and gives you a bad experience. What do you’d do? I’m sure that you’ll either delete it directly or write a negative review first.

On the other hand, if you give a smooth experience to your users, they will be happy because no one wants to be spammed or annoyed by errors and notifications. These apps will stay on your device longer, even if you don’t use them regularly, because they don’t harm your experience. A great example is CamScanner which i have downloaded on every new device for the last couple of years, but use it maybe three times a year. What is great about it? I don’t uninstall the app. I don’t leave a negative review. And sometimes, i use it or recommend it to friends that need to scan something.

Increase Engagement to retain your app users

Every successful online service involves a community, the community of people which are using it. This is especially true for apps, as only a great community can lead to some amazing free marketing like youtube videos about your app. Check the search query for highly successful apps like Gardenscapes and you will see how this can be used as free marketing.

  This is one of the leading factors for community engagement and why great user experience is a key factor to retain users and creating a successful app. Engage your community as often as possible trough in-app events and social media events. If you need help creating a successful social media marketing campaign, visit www.richtech.solutions. People love to feel part of something great, so engage them to be part of your community and they will never quit engaging with your app.

Use every social media platform that is relevant to your user base and test every activity as much as possible, so that you can engage your audience. Use your audiences Interests, what do they do in their spare time, what engages them in social media and everything you can find out with tracking tools like facebook pixel to keep them engaged with your application.

Receive and use feedbacks to retain your app users

Clients are the most important part of businesses, and app users are nothing different for you as an app developer. The feedbacks that you might be able to get from users is a resourceful and valuable information. Use it to keep them engaged with your application. If you’re not listening and approaching their feedbacks, they are more likely to quit because they don’t feel understood. Use the reviews that you recieve on google play and answer them. This can be an ideal point to find features in your app that simply don’t work as planned or that might repel new users from downloading the app in the first place.

If users are asking you for something they’ll like to see, run a poll on social media about it. If the majority of your apps user would like that specific feature, make their desires come true. At the end, they will appreciate the changes and will never quit your application.

  Market your App before you launch it

As a special tip i would like to give you something to think about before you release a new app. Market your app before you launch it. Create a stunning landing page for your app. Collect as much data of possible new users as you can. Keep them excited about your new app. Build up a facebook community for your app. This will help you get as much downloads on day one as you can. This will create a community for your app from the getgo. The day one users are already part of a community.

Use Promotions and Events to retain your app users

There is no more efficient way to keep your users happy than by giving them promotion and offers. Try something like a pay-to-free campaign. Offer specific features that are commonly only available after purchase for a limited time free.

This can increase sales, which is not the same than increasing profits directly. However, people will love to feel that they are buying something under a promo or offer label. Additionally, higher sales volums can lead to higher rankings in the playstore which in return can lead to even more sales.

You don’t need to sell something directly. An In-App Event, like a day or two around a holiday that shows the users some of the premium features that they are able to buy might be a great way to increase the sales of that feature, but certainly it is a great way to engage the users. And engaged users will always be more likely to retain your app then not engaged.

Buy Android Installs to retain your app users

There is actually another way to retain your users. We offer High Retention campaigns, where the installations will be followed by a guaranteed three day retention period. Combined with all the strategies above, you will be able to generate a huge android user base with engaged users and have a great retention rate. In combination with massive burst campaigns you will be able to achieve high rankings and a successful app.

  Did you already implement one or more of those tactics for your app?

How successful was it for you?

Comment below and like us on Facebook!

Der Beitrag How to Retain your App Users erschien zuerst auf richtech Solutions.

[topicprinter]

Hi /r/Entrepreneur, it's Pat from Starter Story again, where I do interviews with successful e-commerce entrepreneurs.Here is my interview with David Lombardo, the founder of ATC Memes/RadarContact.com, a meme website and e-commerce store. David is also a redditor, I found him on here!TLDR:He found a super specific niche, and capitalized on it.Built up an FB page to 181k followers, Instagram to 63k followers.He quit his job as an air traffic controller to focus on the business.Built an audience first, then built a business around it.David is grossing $34k/month and recently quit his job to go full-time on the business.BackgroundHi, my name is David Lombardo and I am one of the founding members of a website called ATC Memes.ATC Memes originally started as a social media site that was geared towards air traffic controllers sharing stories and joke images known as ‘memes’.Over the years, the concept evolved into an online store called RadarContact.com, where we sell many unique and niche types of merchandise catering to those who are involved with or have an interest in the aviation industry.My backstoryEver since I was a kid, I have been interested in aviation. For most of my youth, I was obsessed with video games; specifically simulation games. I was borderline addicted to Microsoft’s Flight Simulator and the online WWII dogfighting game Fighter Ace. It was these two games that really got me into flying. I thought I wanted to be a pilot, and it was all I dreamed about.I decided to attend Purdue University, which was a great mix of all of my interests. I majored in aviation management, but I still had a social life and was involved with music. I had a band, and I also ran a music venue with the same band simply called ‘The Venue’. My classes on the other hand, were aviation based. It was as great balance.After graduating, I returned home and taught music for a few years. I had many students on both guitar and drums. I had eventually applied to become an air traffic controller, however. To make an extremely long story short, I was finally hired by the Federal Aviation Administration in 2014, attended the training academy in Oklahoma City, and was assigned to the New York Center, which is located on Long Island, New York.One night after coming home from an evening shift at my new air traffic control job, I sat down on my computer and sent a message to an old friend who had started a page for air traffic controllers to share funny and silly images known as ‘memes’. At the time, the page was pretty small but doing well for what it was.“Hey man, long time no talk. Do you mind if I add some content? I can help you moderate it?”“Sure.”How I accidentally made my first meme.One night, when helping someone mix a song on Cubase, a digital audio workstation program (remotely via the internet), I had a website called ‘LiveATC’ open in the background. I was actually monitoring the frequencies for a sector I was to be trained on in the coming months and trying to memorize as much chatter as I could for frequencies and restrictions pilots received. However, when I played back the song I was mixing, I realized that I had inadvertently recorded the LiveATC transmissions. I played it back and put it through a whole effects rack worth of stuff, and the result was that the audio of the pilot's chatter sounded totally weird, almost ‘fake’.Suddenly, a huge idea hit me with a spark of inspiration I had not felt since the days of flying that plane over Saratoga Lake; I would create my own ATC transmissions. And these wouldn’t be normal ATC, they would be intentionally hilarious. I envisioned scenarios that air traffic controllers could relate to, and make them ridiculous.In the weeks to come I wrote a few basic comedy scripts during breaks at work based on events I had experienced and in the evening recorded it using a few microphones I had around my apartment. In using my recording techniques I had learned in the years prior, I was quickly able to re-create very realistic sounding recordings.I made these assuming that people would know they were fake. In uploading some of the recordings to Facebook and YouTube, however, it became increasingly apparent that some people (even those who were aviation professionals) had no idea if they were in fact real or not. People began to share them, tag their friends, and comment on them. In one week, the ATC Memes page went from 8,000 fans to over 40,000. People also began to submit more and more of their own creations and memes. People were also sharing the memes, which also helped create buzz and a more social effect for our page. We were viral.Building our social media meme accounts and starting to sell products.After a few months of establishing ourselves on multiple platforms (including YouTube, Facebook, Instagram, Twitter, a blog, and others), my partners and I decided to try to monetize the page. At this point, we had over 140,000 followers and a very loyal following at that.We designed and sold some t-shirts, and then some stickers, but nothing was significant. It was beer money. However, like the realization with the audio I had months before, on one evening in Winter 2016, another idea came to us, women’s apparel.For many years aviation apparel had been pretty popular like shirts with aircraft references and airplanes on them, but it was all mostly for men. Women were (and still are) a minority in the aviation world. I am not entirely sure where the idea came from but one day I realized I had a huge PNG image file of the New York airspace on my desktop and I decided to upload it and see what it would look like on women’s leggings, of all things.Within hours we had sold over $2,000 worth of these leggings. Suddenly I realized we had a lot of work to do, and this was only selling the products with the New York airspace. We wanted customers to have the option of every inch of airspace in the world. We also began offering custom products.Sales are still going strong, and we have also added a variety of different products. We offer lanyards, hats, bags, phone cases, skirts, ties, shoes, dresses, and even blankets! In late 2017, we changed the name of our store to Radar Contact, a phrase that better reflected all of aviation and not just ATC.Product validation, and expansion to new products.To be honest, the product came together itself because the idea of having authentic airspace printed on clothing was a very specific and strange niche.The market research required was already encapsulated within our own fan base. That is to say, we just had to post a few mock images, and gauge the reaction from our already loyal fans.This is perhaps one of the single biggest advantages in the modern world of social media. There is little risk of doing some basic market teasing and testing if you’ve already won over the attention of the audience through other means, memes in our case.If we had tried to do it the other direction (that is, sell something before building the rapport of an entertainment page), I don’t think it would have worked; or at the very least, it wouldn’t have been as successful. People want to establish a relationship with your brand and in 2018, sometimes this means they want to get to know the people behind the page. Entertainment (specifically humor) on social media offers a sort of social bond that blatant, old-school marketing cannot achieve. It was the glue that established the framework for the entire business itself.We have since expanded not only the types of products that we offer but the designs of the products as well. We sell many types of apparel not related to the airspace map line of products, but they continue to be what we are known for. As for manufacturing, everything is done via on-demand printing through an online platform, and our suppliers all painstakingly worked with us to ensure that the quality was impeccable. We rejected some mock-up designs because they weren’t what we envisioned. We wanted everything to be readable, down to every little number and letter on the map.How we attract new customers.We have experimented with many marketing techniques and avenues, but the most effective method by far is good old viral social media.To this day we all continually work to try to have great comedy content to ensure authentic traffic to the site. We also keep our fans involved by sharing submitted images of them wearing our clothes and sporting our stickers, lanyards, ties, etc. This builds an absolutely huge community and sense of camaraderie between users.I have also found an incredibly positive response from live video. In the past year or so this has become a vital asset for many online marketers with now nearly all platforms offering some form of live video feed for pages. I usually “go live” to talk about recent aviation news, recent memes/videos we’ve made, and of course our new products.The results are mind-blowing. Sometimes we will make over 100 sales in a 15-minute live video broadcast. One time one of the partners went live on a flight and a fan was sitting a few rows behind him on the same aircraft! There are countless awesome tips and tricks for creating the best live broadcast possible that you can find by just doing a Google search. However, the secret to a good live broadcast is energetic and consistent interaction with the fans. Period. People want to be heard and live platforms allow you to listen to a virtually limitless number of people all at once. That’s a marketing superpower.With respect to a more traditional advertising route, Facebook Ads has proven to be valuable in the information it provides, especially with the Pixel algorithms which have helped us realize what types of ads work and which do not.Google Analytics has also been absolutely essential to understanding the impact of our marketing and the overall aggregate behaviors of our users, sometimes in real time. It's also fascinating to see A/B comparisons. For example, we have found that things as trivial as the color of a button can have a substantial impact on the conversion percentage.A lot of it comes down to just experimentation. But before experimenting, it's import to build a customer base first. It’s better to build a base of loyal fans that you can experiment with to see what works as opposed to experimenting without any real dedicated influence. Follow the rules first, start small, and then have fun.Finally, never discredit email. Our email list, gathered from our conversions, is one of the most responsive part of our business structure. It’s a good idea to immediately begin to build an email list. It’s authentic traffic that is “your control”, as an air traffic controller might say!Would I do anything differently if I could go back?It sounds incredibly cliché, but I wouldn’t really have done anything differently, not in this business and not in life.One thing I wish I knew ahead of time was the challenge of handling sizing issues of the clothing. Sizing, especially in the world of women’s apparel and online apparel, can be notoriously tricky. We offer exchanges on all of our sizes and our returns are under 1-2%. Still, it becomes a logistical nightmare if 30 people all of a sudden want another shipment. These are things we never thought about. So I would recommend having an accurate sizing chart and that you confirm is “true to fit” by inquiring with your customers.Finally, get used to criticism; it’s going to happen. It’s easy to be subjected to criticism because people hide behind a computer. It’s a rush to get thousands of positive reviews but it’s equally a rush (albeit a negative one) to get a one-star roaster that calls you and your business worthless. But don’t always respond to it.You have to choose your battles wisely and being in small business is all about which battles to fight. Whether you’re directing a battlefield or designing stickers, the idea is pretty much always the same; minimize your moves and use your energy to achieve goals and values.Do not jump at your rivals, especially in the beginning stages of a business. It’s best to lay as low as possible. Don’t intentionally rock the boat for a cheap thrill when the energy should be used to propel you and your business closer to your goals. Finally, it’s important to remember that the harshest critics can be total jerks, but some can offer some decent advice if you see past their cynicism. Conserve your energy for the stuff that matters. Also, for the love of god, conserve your money. Fighting battles can be really, really expensive.Lessons learned.I have learned that you can always sell more product. It’s increasingly difficult to maintain people’s attention; especially in a world full of ever-increasing distractions. We had the attention of our fans though and that was entirely due to our memes and community. All of us were involved in aviation so we also had the knowledge of the industry.Having said all of this, I have learned through many experiments that just because you have a lot of attention doesn’t necessarily mean your fans are all going to want to share your products to their social circle. The most difficult part of this process was promoting products and still trying to maintain our status as an entertainment page. However, by marketing to our current followers and integrating the products into references and jokes already established, many people caught on quick. Our fans were enthusiastic, and nearly all of them were already aviation professionals and/or enthusiasts, so this meant that news of the merchandise did in fact spread like wildfire.Sometimes, if a web community pushes conversions too hard, the reaction can be less than favorable (“you sellouts!”), but I have found that if you are tasteful and careful, the results are actually the contrary. Most people, so long as you are making relevant products and offers, are genuinely pretty curious. They want to know more.I would say the most important thing is to start small and conquer a small niche before expanding; set realistic goals. Also, and perhaps most profound in my realization, is that there is really no such thing as a wasted talent if you put it to use, however humble. ATC Memes would not have been the same if I had not gone into air traffic control, and it certainly wouldn’t have happened if I hadn’t spent the time as a 16-year-old kid messing around with electric guitar sounds. The audio was a fundamental part as to why this page became as successful as it did.Customer service is also absolutely imperative. If you sell a lot of product, I have learned that you’re going to be dealing with a lot of issues. There is no way around this. However, by planning ahead and being ready to answer questions at a moments notice, you’ll help your brand tremendously. Set up auto-responders to let customers know you’ll get back to them ASAP.; set up contact forms; get a P.O. box to accept returns and snail-mail, etc. We also purchased a phone number which forwards to our cell phones. Customers are almost always surprised when a real live human answers. This in itself has led to countless conversions. Don’t overlook the human interaction! It’s rare in 2018.Also, I try not to obsess about success and trivial matters like gossip and opinion. Our society is way too concerned about achievement, success, failure, and the matter of others. Rather it’s exponentially more important to stay true to your values instead of focusing on blatant achievements to compare yourself to others. As far as I’m concerned, anyone who wakes up and strives to be just a bit better than yesterday is already successful. It has nothing to do with other people and everything to do with yourself. This is as true for life as it is for business, and it cannot be stressed enough. Compete with yourself fiercer than anyone else!Finally, but certainly not least, I am very lucky to have found good partners to run my business with. The guys I work with at ATC Memes are unbelievably creative, passionate, and truly gifted people who are always open to authentic communication and downright real discussion. They’re also funny as hell, and great guys to hang out with.Leaving the FAA, and how the future looks for us.In 2017 I made the tough decision to leave the FAA. Ultimately, I could not see myself doing that job for the rest of my life and knew that if I didn’t want to become handcuffed to it, I had to act now while I still had time to build a new career. I think a lot about the future of social media and how it has had such an undeniable effect on society. I often wonder what the next few years will bring as more businesses harness the power of the platforms and more players get into the game. There is most definitely an art to it, as millions compete to be heard, seen, and understood on a virtual stage.Still, while it’s important to stay relevant, it’s just as important to disconnect now and then to focus on the things in life that really matter. Instead of focusing on “keeping up with Joneses” focus on what makes you and your business unique. You’ll never be as successful living in something else’s shadow as you will be if you dare to be different and cast your own shadow. Spending time nourishing my creative outlets like music and writing comedy is important in keeping our business unique and interesting to our fans.In terms of networking, we will be doing interviews and making appearances at popular aviation events. I also hope to keep expanding the brand to new and exciting locations, including doing more B2B with companies (like airports and flight schools) that will stock some of our products.There is a lot of potential growth and with that comes the promise of new relationships with amazing people, which is perhaps what I enjoy the most.Tools I use.While we’ve experimented with a lot of different tools we have never used any automation tools. Most of the tools we have used are related to business promotions, organization, CRM, audio, and video.The main e-commerce platform for our store is predominantly built on Shopify. We have also used WooCommerce. The software/products I am currently using are:ShopifyMailChimpLinkedInTrelloSalesforceGoogle AnalyticsFacebook BusinessWordPressXMindBasecampSlackAdobe PhotoshopAdobe PremiereCubaseWaves VSTEvernoteBooks I recommend.This is honestly one of the hardest questions of this interview. I have had so many books and people influence me. Two books that have had a recent and significant impact on me are Peter Thiel’s ‘Zero to One’ and ‘Everybody Lies’ by Seth Stephens-Davidowitz; the latter had me actually re-reading certain sections in an effort to get more out of them, something I rarely do. While I find a lot of non-fiction literature to be fluffy, even superfluous at times, nothing within these two books seems to be without value. Every word is helpful.Some works have had an influence on certain parts of my life specifically. For example, the Stephen Dubner ‘Freakonomics Radio’ episode on The Upside of Quitting helped encourage me to quit my job at the FAA.In a similar reference, Kashdan’s ‘The Upside of Your Darkside’ helped show me that it is ok to have self-doubt and anxiety, in spite of a world always telling us that negative emotions are somehow bad (spoiler alert: they’re not).The Miguel Ruiz classic ‘The Four Agreements’ helped explain to me that great works, at their core, are quite often paradoxically inspired by stark simplicity, and ‘One Hundred Years of Solitude’ was a near perfect description of how things aren’t always so black-and-white. This idea of balance between extremes is also perfectly summed up in the classroom scene in the 2001 film ‘Donnie Darko’. While some of these references can be taken as obscure, they are fundamental to business and creative works.One of the most influential works of literature I have ever encountered in business and in life is undoubtedly Stephen King’s ‘On Writing’, published in 1999. It is a book that inspires creation and curiosity and reinforces the idea that no matter who you are or what your circumstance is, you have a story. Don’t waste it. You may be surprised to find out how many people are willing to listen if you’re willing to create and bring your stories to life.Advice for other entrepreneurs.The most important advice I can tell anyone is to just be yourself.It is also important to have some sort of rapport with your customers. Again, start small, and work your way into new avenues of adventure. Don’t try to take on too much at once. The riches are in the niches.Also, don’t be afraid to want to learn more. I constantly find myself worried that I don’t know enough, and I think this perpetual state of heightened anxiety actually has been one of my biggest assets when it comes to critical thinking and learning.Enjoy your success! But don’t get too comfortable. Never stop learning, and never stop growing. Good luck, and most of all, HAVE FUN!If you have any questions, drop a comment!

[tortuga-aak]

The media industry has suddenly become a Game of Thrones-like battle for power

HBO

The media industry is suddenly mulling a flurry of huge deals.

Cord-cutting, streaming and shifting consumer and advertiser preferences have upended the power structure as former giants scramble for relevance long term. 

The stakes are as high as it gets  – who controls content, distribution, advertising and connections with consumers.

If you spend any time on Twitter and follow any media industry people, you'll often come away dizzy, and fairly certain that every media company is buying everyone.

It started a year ago when AT&T announced it had reached an agreement to buy Time Warner. Then things really turned upside down when 21st Century Fox — just three years after trying to buy Time Warner — signaled it wanted to sell some assets to Disney. 

Then on Thursday, it was reported that Comcast might buy some of Fox. Or Verizon might. And of course, President Trump might not allow AT&T to buy Time Warner. The FCC is potentially loosening media ownership rules. Net Neutrality might go away. 

Confused yet? 

When did media become Game of Thrones? 

HBOGO

Media used be an industry that was primarily about content, distribution and advertising. Now, the emergence of deep-pocketed tech giants has changed everything. People are streaming, ditching cable, avoiding live TV, watching shows on mobile, etc. 

"The one take away is that the media industry is facing real pressure," said Rich Greenfield, BTIG media and tech analyst. "You've got cord cutting, ads moving to mobile, etc. None of these companies has been prepared for that."

So all these media machinations are about power and control. These giants want to make as much money as possible, position themselves for the future and prevent rivals from getting into their territory.

"What we’ve noticed is where there’s big change there’s often a lot of M&A," said Terry Kawaja founder and CEO of M&A advisory firm Luma Partners. "In this case, it's motivated by fear, not greed."

What gives you the most power in the future?

"In the pre-web video era, it was all the same for decades. Content was king, distribution was queen," said Toby Chapman, associate partner at strategy consulting firm OC&C. "Then, suddenly people are talking about, is content king any more? In a platform world, is it the relationship with consumer? Or is it the pipes?"

Those questions get at the heart of why everyone in media seems to be rethinking who their friends and enemies are.

Is content still king? Does the company with the best shows and movies (like Disney) have the most power? 

Is distribution where the true power lies? Does the company with cable boxes or broadband pipes in people's homes (like say Comcast) rule?

Is having a direct relationship with the consumer the winning strategy? Amazon is one of America's favorite brands, and Netflix is a favorite with millennials.

Or is it all about the browser or the interface? Maybe delivery mechanisms don't matter, as long as you own the browser (like Google) or the interface (like Facebook).

Or do you need to have everything?

"No matter how big you are, tech and user behavior throws it all off," said Elgin Thompson, managing director at Digital Capital Advisors. "Unless you are the full ecosystem, you're not an emperor. These companies want to be so big they can create their own weather."

It seems that suddenly, Fox has many suitors interested in some of its assets (it's not selling Fox network, Fox News or Fox Sports.) Why?

Walt Disney Animation Studios

The rise of Netflix

You may recall, Disney is planning taking on Netflix with its own streaming service, and it may want to own as much content as possible, so Fox's Studio could be a big help.

Disney already owns Marvel, Star Wars and Pixar. Theoretically, if it gets Fox's content and other TV companies start starving Netflix of their shows, Netflix would have fewer people signing on to binge "Breaking Bad" and would have to live and die on its own shows.

"A lot of people would look at them and say, they've stood alone in that space," said Chapman. "But they may suddenly have very credible competitors. And you’ve also got so many channels who've never been good friends with Netflix." 

Netflix, of course, plans to spend $8 billion on content next year. So don't count them out of anything.

The Verizon playbook

Meanwhile, Verizon is eyeing a deal with Fox, according to the Wall Street Journal. What is it doing?

Like AT&T, all of the wireless giants need to get into new revenue streams, since pretty much everyone in the US who wants a cell phone has one and they keep switching to get better deals.

Verizon has acquired AOL and Yahoo in recent years to challenge Facebook and Google, which remains a brutal task. Meanwhile, it has a very limited footprint in TV, other than Verizon Fios. This gets them in the TV game, theoretically.

What about Comcast?

What about Comcast? Many see this cable company as being in great shape, given that it has such a complete set of assets: NBCUniversal (TV networks, and a studio) and the largest pay TV service in the US. Buying some of Fox could help strengthen them against competitors. One very appealing asset: Sky, which is sort of like Comcast or DirecTV in the UK.

Yet Greenfield believes Comcast may have to sell NBCU if it wants to make any more big moves, given the Trump administration's objections to the AT&T/Time Warner deal. 

Isn't everyone cutting the cord? 

Millions of people still have cable. There's a lot of money to be rung out of that business over the next few years – and maybe even some untapped potential.

For example, Comcast theoretically knows what you watch and what you do on the web. They could tie that together with data for advertisers and programmers, for example.

And don't forget that even if you cut the cable cord, you're likely to keep the broadband one. Cable TV companies are essentially broadband companies. And that business isn't going away quickly. The company that delivers broadband to your home could always charge cord cutters more. And if Net Neutrality goes away, they could also charge some companies like Netflix a toll to reach consumers. 

A big limit to cable companies' power is that are inherently regional. You can't get Comcast in New York, for example. No one's been able to roll up all these cable companies into a national play. At least not yet.

HBOStill, these companies have the most to lose in an 'over the top' TV future.  As Kawaja explained it, a company like CBS is happy to deliver its network to new distributors like Sling TV or YouTube TV. Even if people cut the cord for skinny bundles or they just pay for CBS All Access to get the new "Star Trek," CBS makes money.

But recently earnings for Comcast and DirecTV showed both losing subscribers faster. "Now everyone is saying, oh shit, it’s on," Kawaja said. "Cord-cutting is suddenly not a college graduate thing. It’s accelerating faster. And the distribution people have the most urgency to move. An OTT world messes with their bundle first and foremost."

Who else should we think about?

Charter Communications: Charter Communication is another big regional pay TV provider (they are the ones who bought Time Warner Cable a few years ago). According to the New York Post, Charter has considered buying the cable TV company Cox Communications or even selling itself to Softbank.

(By the way, watch Softbank in this area. They have lots of money. They're the Iron Bank in this scenario)

Liberty Media: Liberty Media chairman John Malone told CNBC that the company has received four acquisition overtures recently.

Photo by Kevork Djansezian/Getty ImagesMalone is a legendary media industry investor who's worth billions. As the chairman of Liberty Media could make a big move at any moment. Liberty Media has stakes in SiriusXM, Formula One Racing and the Atlanta Braves. Malone also has a big stake in Discovery Communications. 

Altice: What's an Altice again? Ad tech nerds know them as the company that bought the web video company Teads last year. They acquired Cablevision a few years ago. Now, the stock is tanking, and they could be looking for a savior.

Viacom and Discover/Scripps: These cable programmers used to be among the power players in the TV industry. Now they're suddenly vulnerable. Do they need to find buyers? Greenfield argues that Viacom needs to reunite with CBS (they two companies split a decade ago) "yesterday."

What about selling to someone like Google or Facebook, both of whom want to get into premium content in a big way (and TV advertising). Greenfield says no way. "Tech companies can build, they don't need to buy. Nothing has changed my thinking on that."

A good example is Amazon inking a deal to make an original series centered on "Lord of the Rings." You don't have to own a studio or network to do content, if you can spend a lot of money.

Amazon: It's coming for every industry, so it seems. The billionaire media mogul Malone earlier this week called them "The Death Star," reported CNBC. Though in this case, The White Walkers might be a better analogy, since few know what Amazon really wants to do.

What's Next?

Dave Morgan, CEO of the data-centric TV ad company Simulmedia, sees a flurry of activity.

"Charter could combine with Discovery/Scripps," he said. "Or they could do a deal with Sprint or T-Mobile, since they each will need a scaled partner. Comcast will talk to one or both of those wireless company. As will Dish."

Morgan also predicted that Facebook, Amazon, Netflix and Google could become sudden buyers. In particular, he predicts Netflix could buy a studio to hedge against Disney. "I think that they will have to, and may want a network for its ability to help them market their programming and maximize its monetization."

The Wild Card

AP Photo/Andrew HarnikTrump and his team are the great unknown. Few thought that the AT&T/Time Warner deal was in trouble. Now it's headed for a court battle.

"Usually logic reigns supreme," said Thompson. "But with Trump, none of this matters. That’s what these guys have to deal with."

NOW WATCH: What happens to your brain and body if you use Adderall recreationally

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[theinsidertales-blog]

How to know business idea works from the book

Will your business idea work? Will it in the market, or will you end up wasting your time and money? Is it really a good idea for YOU? Pat Flynn's best-selling book answers these questions. The book is broken down into 5 parts: 1. Mission Design: Align your idea with your goals. 2. Development Lab: Uncover important details. 3. Flight Planning: Assess the market conditions. 4. Flight Simulator: Validate and test your idea. 5. All Systems Go: A final analysis. INTRODUCTION: Pat Flynn - Will It Fly? Pat Flynn is a well-known and respected 32 year old guy from Southern California who makes a living on the internet. His latest book Will It Fly shows us how to test our next business idea, so we don't waste our time and money. The process is divided into five steps: STEP 1:Mission Design Align your idea with your goals. James sent an email to Pat. He said "hey, Pat I currently generate over twenty thousand dollars per month in recurring revenue but here's the thing I am not happy". This is why mission design is so important why put everything you've got into a business idea only to be unfulfilled. Many entrepreneurs strive for freedom and the ability to live life on their own terms but many forget to align their business ventures with their goals and values. How do you know if your business idea will truly fulfill. Lets check by theAirport Test. Pretend you've climbed into a time machine and gone five years into the future. You catch up with a friend for a cup of coffee before your next flight and your friend asks you how's life treating you these days. You respond with amazing, life could not get any better and you really mean it. The key question to ask yourself is what's happening in your life five years from now that makes you respond like this. Write your answer down and see what would truly fulfill you at that point during your life. If you're still stuck then meet the History Test. Write down three experiences you've had such as previous jobs, roles you've had or sports you've participated. In what are three things you enjoyed about it the most and three things you didn't. Can you see any patterns emerging. This will help give you some direction as to what will fulfill. You the final exercise is the Shark Bait Test. Imagine yourself walking up to Kevin O'Leary, a multi-millionaire and investor from the shark tank. You want him to invest in your business idea. He looks you directly in the eyes and says why should I be interested in working with you and not someone else? What makes you so special? What he's really asking is what can you bring to the table that no one else can. What is your unfair advantage. So for example imagine two different people selling the same idea: A brand new flavor of wine-chocolate. Ruby has been working for a wine company for nine years and loves chocolate. Danny has also been working with wine for nine years and loves chocolate. Additionally Danny has grown up working in a family-owned wine business and his brother Willie happens to own a chocolate factory and there's many valuable connections within the chocolate industry. If you were Kevin O'Leary who would you hire. Danny is the clear winner because he has something that the competitor doesn't. If you're struggling to work out what your unfair advantages then send a message to 10 friends or colleagues and ask them what unique trait or skill they think you have. These tests will help to clarify your business idea so that it aligns with your goals and values. STEP 2: Development Lab Don't waste time creating a logo or choosing a business name until you fully understand what your idea does, who it is for and how is different to others. This is where your focus should be to better understand your idea. Pat suggests brainstorming using a mind map. You've probably done some of these before. Get a piece of paper out and some colorful pens and pencils set a time limit of 15 minutes and just go nuts take note of anything related to your idea. At the end begin eliminating anything that doesn't fit well with your idea. The next step is to come up with just one sentence that describes your idea. To begin with you can write one page then reduce it to one paragraph by cutting out the unimportant bits and then finally reduce it to one sentence of the stuff that really matters. Here's an example from the book "food trucker is an online resource that provides quality content a connected community and support for everyone interested in starting and running a successful food truck business". Lastly it's important to get feedback on your idea. Ask 10 people what they think of your idea. Be open to what they have to say and listen carefully and only take their feedback if they show your respect. Go back to your mind map and add anything that you might have missed based on the feedback you got. You should now have a much better understanding of your idea. STEP 3: Flight Planning: Assess the market conditions Success doesn't require you to be the next Mark Zuckerberg. 1000 true fans is all you need to run a very successful business. A true fan is someone who will purchase anything and everything you produce. If you had 1000 true fans who each paid you 100 dollars a year then you would be making 100,000 dollars per year. A market map will help you define it. Places: people and products that already serve your target audience. You'll get an idea of the environment you're about to enter which will help you launch grow and monetize your business. Let's break it down places, where are your target audience hanging out. Do they hang out in forums or some forums more popular than others.  What blogs do your target audience interact with most, what keywords are they typing in on Google and what about YouTube, what about Amazon, what social media platform do they prefer. People have a look at how other people are serving your target audience. Find out how your audience behaves what they respond to and what they ignore. Search for people and pages on twitter, linkedin, instagram, periscope and buzzsumo. Products: What products are your target audience willing to pay for? This is an important question, try heading to amazon.com and typing and products related to your niche. For example you could search for fly fishing and see what products people are buying in this niche. This will give you an idea of what is selling. So you could potentially make an even better product now. Pat suggests doing this is with the customer plan which is his version of defining a customer avatar. P.L.A.N's an acronym for Problems, Language, Anecdotes and Needs. Let's break it down. Problems: A business is essentially selling a solution to a customers. You can find out your customers problems by asking new questions through surveys, one-on-one conversations and paid advertising. Language: Understand the language that your target customer uses to communicate and how do they describe their goals and what esoteric words do they use to share their pains and struggles. Learn to talk like them so you can easily connect with them and build trust. Anecdotes: We as humans are virtually programmed right from the start to tune in and listen to stories. Find stories about your target customer. As you read more and more you'll be immersing yourself in what it feels like to be in your customers choose. Needs: Based on your research what do your customers need. A juggler might be having trouble juggling. He needs coaching therefore you could potentially provide coaching as a paid solution. Now to complete your flight planning choose just one solution to one problem then sit on the idea for a day create another mind map and one sentence that describes your idea. STEP 4: Flight simulator: validate and test your idea. Validation is crucial to help you understand. If people will pay for your solutions before you even spend your time and money creating them. Tim Ferriss author of the 4-hour workweek popularized a method of validation called Testing the Mirrors. He used Google AdWords to place an advertisement for a product and track the clicks through to the sales page but here's the catch when users prospects to click the Buy Now button they were prompted with an out-of-stock message. But every click was tracked to see if people actually wanted to buy these products. Pat provides us with a basic formula for validation. Get in front of an audience. It helps if you have your own following but don't worry if you don't you can get in front of an audience using targeted advertising, guest posting posters, forums, groups, crowd funding and more step to hyper target. Once you gain access to an audience get people to self-identify as someone who wants or needs your particular solution. Don't reveal your solution instantly but instead ask them questions or propose a relevant scenario that elicits a yes response from them. Forms of hand raisers include clicking on links or irrelevant advertisement or downloading something while subscribing to an email list. Have a look at what a website does when people sign up to its email list. They raise their hand for a particular problem. They're having allowing to eventually target them with a specific solution. Share your solution before you do. Take a minute to learn about them first then tell about who you are to be honest about what you're up to. Let them know you're in the process of validating your idea. They'll trust you more if you're honest upfront. Once you've established them, ground pitch your solution. You're not asking for a payment just yet but you're seeing how they respond. You may feel uncomfortable doing this but with your honest and with your prospect there's nothing to worry about if your product isn't ready. You may ask for pre-order session. You can use a solution like gumroad.com to allow prospects to pre-order your digital products. If a prospect has previously expressed interest in your product then make the transaction and then follow them up with an email or phone call asking them about the feedback. You will be receiving the valuable reviews.  As you go about your business don't forget these crucial five things. 1. Appreciate the small wins along the way. 2. Get support by surrounding yourself with like-minded people. 3. Treat your customers like gold. 4. Remember why you're doing, what you're doing and 5. Enjoy the journey that wraps it up. The video is grasped from here. Read the full article

[freewhispersmaker]

“The Importance of Social Media and Web Analytics” Please respond to the following: From the case study, assess the degree to which Salina Siu effectively used YouTube to develop customer loyalty. Appraise the success potential of at least two (2) other social media methods that Salina could use to promote her business. Justify your response. * From the scenario, prioritize the most significant components of a social media campaign according to the level of influence each could have on the new product launch. Examine both the social media tools that will provide the highest return on investment (ROI), and two (2) key performance indicators (KPIs) that one could use to measure success. Provide a rationale for your response. Welcome Student | Help | Sign Out Library CoursePack Contents Font Search this article Edit Notes Edit Settings Actions SALINABEAR: MONETIZING A YOUTUBE PROFILE Karen Robson prepared this case study under the supervision of Professors Michael Parent and Anjali Bal solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. As the eight millionth view started on her YouTube channel, Salina Siu put her scissors down and reflected on the amazing events of the past year. It was September 2012, and what had begun as a hobby a little over two years earlier had grown into a successful small business. Siu had started a YouTube channel, joined YouTube’s partner program, graduated from university and obtained an internship in social media in her hometown of Vancouver, Canada. All this from tutorials on how to creatively cut T-shirts! Siu’s YouTube channel, SalinaBear (http://www.youtube.com/salinabear), provided instructional videos on how to transform plain T-shirts into fashionable garments by carefully cutting them using only scissors — an apparently popular practice among teenage women. The high number of views led to Siu being accepted into YouTube’s Partner Program, whereby ads were placed next to her videos, and Siu shared in revenues resulting from either exposure to these ads or click-throughs on these ads. Siu was making good money, but not enough to replace a full-time job. Siu picked up her scissors and continued carefully cutting the neck seam on her latest project — transforming a man’s extra-large T-shirt into a trim woman’s tank top. As the blades moved effortlessly through the fabric, she thought about her options to transform the site into a bigger business that would provide enough income to warrant full-time employment. BACKGROUND Salina Siu Salina Siu, 23 years old, was part of a creative, artistic family. Her father, who enjoyed photography as a hobby, had first piqued her interested in drawing. Her mother had been a seamstress her whole life and sewed clothes part-time at home. When Siu was a young girl, her mother would ask her what new outfit she’d like her to make for her. At an early age, Siu had already started thinking like a fashion designer. She had also developed a taste for unique and custom garments. By her own admission, she had always been interested in arts and crafts: drawing, painting, photography and graphic design. Siu also pursued these interests professionally. She graduated with her bachelor’s degree in Business Administration in 2012 from the Beedie School of Business at Simon Fraser University in Vancouver, Canada, with concentrations in entrepreneurship and innovation and in marketing and a minor in publishing. Throughout her coursework, she also took electives from Simon Fraser’s School of Interactive Arts and Technology, including digital image design, graphic design and drawing as inquiry. In May 2010, she bought a T-shirt at the local mall that had been cut up in the back. It was the first time she had ever seen such a thing, and she was enthralled. She immediately tried to figure out how it had been done, even searching on YouTube for videos that might show her. She commented: The videos were OK, but they really didn’t show it clearly. The production quality was poor, and the instructions were incomplete and confusing. I felt frustrated, and never really got a clear understanding of how to cut T-shirts into these neat patterns. So, I just decided to do it myself. Through trial-and-error, and with some help from my Mom, I got the hang of it really fast! It’s actually pretty easy and straightforward once you get it! This epiphany motivated her to want to make better videos than the ones currently on YouTube. She saw an opportunity to help others, while also developing valuable video-creation and -editing skills and learning about YouTube — a fast-growing medium for her generation. As a marketing graduate, she also knew the value of research, so she started watching a large number of craft tutorial videos, not only for T-shirt cutting but for all sorts of arts and crafts. Siu said: I was especially inspired by Erica Domesek and her website “P.S. I Made This” (http://psimadethis.com). Erica created a blog that taught people how to reproduce brand-name styles. She went on to publish her own book and made numerous television appearances on shows like Martha Stewart’s. She had been featured in magazines like Teen Vogue, Glamour, Lucky and InStyle, and had partnered with big brands to style and design campaigns for the likes of Coke, Ford and Roxy. She had even hosted events with big brands like Kate Spade and Gap. She was a real inspiration to me, and I sought to reproduce her success in my own way. This research led Siu to conclude that clear, accessible content was the most critical success factor for tutorial videos. Specifically, she felt that an effective instructional video should include the following: • Clearly numbered steps throughout the video so that viewers could fast-forward and rewind easily • Showing of the end product at the beginning of the video so viewers can decide right away whether the tutorial is what they’re looking for. • Clear and appropriate camera angles that show the work being performed, as it was being performed (in other words, providing an overhead view of the cutting without using cutaways that revealed a miraculously perfect product) • Proper lighting • Clear and concise instructions • Showing of all the steps • A playful, fun atmosphere that made the task look easy and approachable Siu also decided that she would not only demonstrate but also act as the model in her videos (see Salina’s website at http://www.youtube.com/salinabear for examples of her videos). She believed doing so was important to establish her credibility and provided an opportunity to showcase her personality. As far as the name for her channel, she said: I chose SalinaBear for a few reasons. First of all, I wanted the channel to have my name in it so that viewers would know who I am, and how to spell my name, as it has an unusual spelling, with an a in the first syllable, not the usual e. I also wanted to create a brand that would be unique, easy to find on the Internet, playful and fun. Finally, the thought of a cute bear in the logo appealed to me, and I thought it’d appeal to other young women. Siu uploaded her first video to YouTube in June 2010. It showed viewers how to cut strips into a “V” shape on the back of a T-shirt using only scissors — no sewing or taping required (you can view the video on her website at http://www.youtube.com/watch?v=BbhC7hPFaLA&list=UUCYATxMpYZ4ayXG5NPxqQw&index=23). The 4-minute, 45-second video took her four hours to film and another four hours to edit before it was ready for posting. To promote the video, she shared it on craft and do-it-yourself (DIY) websites. A major boost in viewership occurred after one of these sites, CutOutAndKeep (http://ift.tt/MXhDtU) featured her video on its landing page. In fact, it remained on the landing page for one week and eventually was moved to CutOutAndKeep’s featured products page. It became SalinaBear’s most popular video, at more than 2.2 million views. In addition, some organizations and clubs gave Siu branded T-shirts for her to cut up in return for mentions in her videos. These organizations, in turn, promoted her work by distributing these videos to their networks. YouTube Chad Hurley, Steve Chen and Jawed Karim, all former employees of PayPal, founded YouTube in 2005. The site went live in Beta in May 2005, before the full-featured site was launched online later that year, in December. YouTube’s vision is “to give everyone a voice, to evolve video, and to make our partners and advertisers successful.”1 In October 2006, Google acquired YouTube for US$1.65 billion2. By January 2008, 10 hours of video were being uploaded to YouTube every minute; in October 2009, this rate increased to 15 hours of video per minute, and in March 2010, the rate had increased to 24 hours of video per minute. In 2012, YouTube was the world’s largest online video site, with roughly 72 hours of video being uploaded every minute, of which three hours per minute were being uploaded from mobile devices. YouTube began its Partner Program in December 2007. YouTube partners were content creators, and many of them were large media companies, such as Sony or Universal. Partners were able to upload videos of any length (i.e., they were not limited to 15 minutes) and were able to monetize their videos through ads or by making their videos available for rent. Partners were also offered more analytical tools to manage their sites. YouTube gave partners about 50 per cent of the revenue generated by ads on their sites, based on either cost per impressions (CPM) or cost per clicks (CPC), depending on the advertiser’s choice. Ads were placed in numerous spots on the partner’s website, at the top of the video, on the bottom of the video window or at the side. Up to three ads appeared on any one page. To become a partner, the site owners first needed to create an original video suitable for online streaming, and they needed to either own or have permission to use and monetize the video and audio content. Potential partners also needed to apply to YouTube to join the partnership program. YouTube considered how often videos were uploaded, how big their audience was and how many videos were in the potential partner’s library. YouTube had more than one million partners, with top-performing partners reputed to be making well over $100,000 per year. YouTube’s partnership agreement included a clause prohibiting partners from disclosing how much they actually earned from the partnership program, owing to the variety of factors that went into calculating compensation. However, an oft-cited estimate was $2 in earnings for every 1,000 views and $0.05 for every subscriber.3 HOW TO GET MORE THAN EIGHT MILLION VIEWS AND 47,000 SUBSCRIBERS As of September 2012, SalinaBear had 47,753 subscribers and 8,234,081 video views (an average of 10,000 unique views daily). Siu had created and posted 24 videos, and her work had received more than 5,000 comments, 28,000 likes and 1,300 dislikes. The website Social Blade tracked YouTube metrics, including those for Salina’s site (see http://ift.tt/2xqJEtA). Siu posted her first video on June 5, 2010, and she applied to be a YouTube Partner on June 15, 2010. As of June 28, she had 100 subscribers, and on June 29, YouTube approved her partnership application (see Exhibit 1). She received her first royalty cheque on November 24, 2010 (YouTube sent cheques when an account had amassed more than $100). Siu’s videos became increasingly sophisticated, while continuing to retain a light, whimsical tone. Siu also became more adept and efficient at creating the videos. They now took her about three hours to film and another three hours to edit. The videos all began with the SalinaBear logo. They then moved on to the tutorial. Some videos depicted very basic steps (e.g., how to cut a neck), while others were more complex. In some videos, she referred to earlier videos depicting these basic steps. Siu felt that three keys had led to her success: quality content, the building and nurturing of an audience and findability. Quality Content It was important for Siu to avoid mistakes that other videos had made, which is why she wanted to number the steps and explain and illustrate them clearly, using good lighting and a top view. She also believed it was important to show the finished product at the beginning of the video to give viewers an idea of what they were working toward. Finally, she believed she established her credibility by acting as both the model and creator in the videos. The response from viewers was enthusiastically positive, as attested to by the following comment, one of many on the website: oh my god. i’ve seen a ton of tutorials on weaving and this is by far the best i’ve ever seen lol. usually you can’t see what the hell the people are doing with what strings because they like to pick a black shirt or the camera is a weird angle or too far away. but i love how clean and simple your drawings are :). every step is shown and explained thoroughly :D. thank you so much! – MikoSubaru (February, 2012) Building and Nurturing an Audience “I feel a great deal of loyalty to my viewers,” Siu maintained. “They got me to where I am today, and their ongoing support has been crucial to SalinaBear’s success.” Siu kept close tabs on her viewership using YouTube’s extensive analytics (see Exhibit 2 for sample viewership data). It came as no surprise to her that the majority of the site’s views were from young women (90.2 per cent of her overall views were from women), mainly in the United States. However, it surprised her that a considerable number of views were from Mexico, the United Kingdom and the Philippines. During the first four months, she felt it was important to reply to all comments on the channel. However, it became too repetitive to thank everyone, so she limited her replies to more complicated questions. She also created an FAQ (frequently asked questions) video addressing popular topics. In April 2011, after hitting one million views, she created a special “thank you” video for her fans and followers. The growth in the site’s views was, at first, mainly organic, with very little effort on Siu’s part. In addition to having posted the videos on DIY sites, Siu had also posted them to her personal Facebook profile. She used the biography of her Twitter account (@salinasiu) to refer to SalinaBear. She created a Flickr account that displayed her T-shirts and encouraged fans to subscribe to her YouTube channel (http://ift.tt/2gWYXiH). She also used Pinterest (http://ift.tt/2xqfmHg). Out of her 20 boards on Pinterest, the board that had attracted the most engagement showed photos of her own designs and YouTube videos and T-shirts that others had cut up. Including designs by others on her Pinterest boards reflected Siu’s underlying belief that reciprocity was a big part of success in social media marketing efforts. She was also pleased that every time she logged into Pinterest, her recent repins and likes were mostly from strangers who had discovered her “Cut T-Shirt” pinboard. Findability Siu devoted considerable attention and energy to ensuring that interested viewers could find her site: she knew that it was not enough to have an interesting topic and well-made videos. After all, many good videos on the Internet were never discovered. Luckily for Siu, when she started her channel, only a handful of users were making T-shirt-cutting tutorials. Siu considered this topic to have little competition. Siu believed the other key findability factor was search engine optimization (SEO), which was improved through the use of keywords. She used targeted keywords in the videos’ titles. She used Google AdWords’ Keyword Tool to determine which keywords were most popular. The title of the video was especially important: Siu strived for a balance between being descriptive and enticing viewers. By responding to Comments, she created buzz around her videos, thus increasing the videos’ rating on the search results. CHALLENGES Imitation, far from being the sincerest form of flattery, was endemic on the web, especially on YouTube. Paradoxically, by helping people, Siu was also empowering them. Nothing prevented anyone else from either imitating or even bettering her. As such, her competition was essentially unbounded. Moreover, she believed that viewers expected instructional and informational videos to be free. After all, she herself had turned to YouTube after buying her first cut T-shirt! Consumers’ reluctance to pay for content constrained her options for the future of the site. In some ways, Siu wanted to transform SalinaBear into a full-time job and career. However, she felt she needed at least a tenfold increase in revenues to do so. She did have several options worth pursuing: she could charge for her videos via another platform; charge rent on her videos on YouTube; sell DIY kits; create a physical shop, and conduct in-person group or individual tutorials; and/or expand her brand, in much the way Erica Domesek had done, by developing a new line of tutorials focusing on nail art, jewellery or other crafts. Charging for Videos In early 2010, YouTube began experimenting with paid content — that is, having users pay for access to certain content; in this case, YouTube offered some select films from the Sundance Film Festival.4 This experiment eventually morphed into a product YouTube called YouTube Rentals,5 in Beta form, as of September 2012. More traditional sites, such as Blockbuster, Redbox and Netflix, also rented movies and television shows, as did Apple’s iTunes. However, these sites did not host instructional videos. Instructional video sites, such as TeacherTube, EduTube and Mylearningtube, hosted similar videos, but they were more school-focused, not hobby-focused. Finally, numerous arts and crafts sites, such as Martha Stewart’s and SimpleKidsCrafts, hosted DIY videos, but they were not paying sites. If Siu chose this path, she faced the challenge of either finding a suitable paying distribution channel for her videos or the daunting task of creating a pay channel of her own. DIY Kits Siu had also considered creating and selling DIY (do-it-yourself) kits. She pictured these kits to contain scissors, a ruler and a couple of T-shirts with dotted lines printed on them to instruct people where to cut. These kits would pair well with her existing videos, and promoting them on her videos would be easy, but she wondered whether people would buy them. One option was to sell them online, perhaps via Amazon.com, although yet another option was to develop a relationship with an existing retail chain. Such kits were popular with arts and crafts retailers, including the arts and crafts retail giant Michaels. She could also develop a tutorial book or a book of patterns, which she could sell in addition to or packaged with the DIY kits. Physical Shop Many viewers had asked Siu whether she gave in-person workshops or tutorials. So far, she had demurred. If these workshops and tutorials weren’t free, she felt that not enough people would be interested to make this option financially viable. She would also face the challenge of scaling the operation. However, she realized that could open a physical retail store, where she could both conduct tutorials and sell some of her creations. She’d been inspired by Hamburger Disco, a brand run by two of her friends, which had only sold products online until opening a pop-up store in Vancouver. Her friends had asked Siu to cut one of their T-shirts to promote their pop-up store; in return, Hamburger Disco cross-promoted the video she had created. Based on their experience, and on advice from others, she believed she’d need at least $10,000 to open a small store, buy inventory and run it for six months without a profit. Aside from the time and energy needed to establish a retail presence, she knew that the majority of her viewers and fans were located in the United States, and she wondered whether marketing her brand in her hometown would work. In addition, Siu also realized that running a physical retail store was vastly different from maintaining the online presence she had created. The skills required to run a store were not the skills she had developed as a video producer and on-air personality. Although the store option didn’t play to current her skills, interests and competencies, she acknowledged that it could be a necessary step in growing her brand. Brand Extension The last option was to branch out into other types of crafts, such as nail art or jewellery. Siu believed that she had created a strong brand presence on YouTube. Moreover, the SalinaBear brand name was sufficiently vague to allow for many other types of products, not just crafts. Siu wondered whether she could start small by choosing one or two categories to pursue, produce a few videos and then load them onto the SalinaBear site, or whether she should, instead, segment her products through separate YouTube channels (e.g., SalinaBear T’s for T-shirts and SalinaBear Jewels for jewellery. She wondered whether her audience would follow her and whether her personality was appealing enough to distinguish her from all the others on YouTube. Next Steps As her latest creation took shape, Siu reflected on her future and on her options. Life had suddenly become very busy, and she’d found herself posting a video apologizing to her subscribers for being away so long. She wondered whether SalinaBear was more than just a short-term experiment, and whether devoting her energy to growing the business would be a wise and profitable long-term move. Exhibit 1 TIMELINE TO FIRST YOUTUBE ROYALTY CHEQUE AND VIEWERSHIP NUMBERS Source: Salina Siu Exhibit 2 SELECTED YOUTUBE ANALYTICS DATA FOR SALINABEAR (JULY 2012) Source: Salina Siu 1 YouTube, “Frequently Asked Questions,” http://www.youtube.com/t/faq, accessed July 1, 2012. 2 All currency amounts shown are in U.S. dollars unless specified otherwise. 3 http://ift.tt/2gWP7xp, accessed July 1, 2012. 4 Jolie O’Dell,” YouTube Will Start Charging for Some Videos,” ReadWrite, January 20, 2010, http://ift.tt/2xqfoim, accessed July 1, 2012. 5 YouTube, “YouTube Rentals Beta,” http://www.youtube.com/t/youtube_rentals, accessed July 1, 2012. Copyright © 2012, Richard Ivey School of Business Foundation Version: 2012-12-19 Scroll down for the next article • Copy • Highlighting Toolbar Settings… • CoursePack Contents Page • Back (to article beginning) • Next Article • Last Article • Back • Forward • Reload • Stop MKT 500 Week 8 Scenario: Developing Social Media Campaigns for the New Product Launch Slide # Scene # Narration Slide 1 Scene 1 [Ed, Samantha – Ed’s Office] Ed and Samantha meet in the morning to discuss the next steps in the tablet PC launch. MKT500_8_1_Samantha-1: Good morning, Ed. How are you doing today? MKT500_8_1_Ed-1: Good morning, I’m doing quite well. What about yourself? MKT500_8_1_Samantha-2: Good, thanks. I’m really proud of the progress we’ve been making with our tablet launch, and I’m excited for the next steps. MKT500_8_1_Ed-2: I love your enthusiasm, Samantha! I spoke with Carl earlier. He said now that we have selected our advertising media and budget, we need to take a deeper look into social media. MKT500_8_1_Samantha-3: Yes, the enormity of today’s media choices—the Internet alone—makes it a wonderful time to be alive. Social media is at the cutting edge of this trend. MKT500_8_1_Ed-3: As we discussed, we can use social media as one of our main media outlets for advertising the new tablets. However, mobile marketing is growing because our cell phones are particularly convenient; they contain our identities and those of the people we talk to frequently. They are our portals to email, social media and networking sites, which are many people’s primary means of sharing information and entertainment. Interestingly enough, at the same time that electronic and information technologies are becoming more accessible and pervasive, traditional media are experiencing their own changes. Slide 2 Interaction Hover your mouse over each media to discover more information about the changes they are undergoing. Newspaper Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. Radio The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. TV Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is a facilitated when the segments of viewers are somewhat more homogeneous. MKT500_8_1_Ed-4: Hover your mouse over each type of media to discover more information about the changes they are undergoing. MKT500_8_1_Ed-4_Tab A: Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. MKT500_8_1_Ed-4_Tab B: The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. MKT500_8_1_Ed-4_Tab C: Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is facilitated when the segments of viewers are somewhat more homogeneous. Slide 3 Scene 1, cont. [Ed, Samantha – Ed’s Office] (Display social media graphic) MKT500_8_1_Samantha-3: Very interesting, Ed. I hadn’t realized the effects of social media on more traditional media types. MKT500_8_1_Ed-5: The other part of the “social media” story is its social, or human, element. Belonging to different communities and interacting with different people in our social roles is part of our identity. The most fundamental means of interaction is dialogue. In social media, customers have become participants in a dialogue with marketers or brands. Traditionally, customers had been mere recipients of one-way messages that had been shot out by marketers, but now customers have a means of talking back. For example, customers post positive endorsements about brands, and they also use the web to vent. I often vent on Facebook about restaurants where I have had a bad experience. MKT500_8_1_Samantha-4: (pointing to graphic of different types of social media) This is very true. Are there certain types of social media that you had in mind for our tablet launch? I have a Facebook account and use Twitter and Pinterest frequently, but I feel that using all of these might be overkill for our new tablet launch. MKT500_8_1_Ed-6: Well, there are a few sites that I believe will provide Golds Reling with very strong exposure during our initial launch. Let me show you this short video that discusses the advantages of using social media in our marketing campaign. Slide 4 Social Media Marketing in 3 Minutes http://www.youtube.com/watch?v=gza8dvN8Hkc Slide 5 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-5: Thanks for sharing that video, Ed. I understand better how social media helps connect companies to customers, and helps customers get to know, like, and trust companies better. MKT500_8_1_Ed-7: Yes. The key to a successful social media campaign is selecting a social media that creates good W.O.M. MKT500_8_1_Samantha-6: What is W.O.M.? MKT500_8_1_Ed-8: W.O.M. is Word-of-mouth. Word-of-mouth works on inherently exciting products like Golds Reling’s new tablet, and it also works where the notion of buzz marketing makes sense. Yet creative brand managers have launched clever ad campaigns that get talked about even for pretty mundane products, too; the key being that the product and the message are meaningful to the customer. MKT500_8_1_Samantha-7: Okay. You know, I learned in my classes at Strayer University that different social media combined create social networks. In social networks, there are some members that are more connected and influential than others. We need to leverage these interpersonal group dynamics, ideally locating the highly connected influential members, to induce their trial of our tablet, in turn initiating and propelling the diffusion process. MKT500_8_1_Ed-9: You’re right. To locate these influential members and get the word out about our tablet, we need to study how these potential consumers, or actors, are embedded in these networks to locate those that are relatively central. Centrality indices are computed for each actor in the network to describe the position of that actor relative to others in the network. The easiest and most common way to compute centrality is to count the number of connections each actor has with the others in the network. An index of degree centrality is derived for each actor—those with many links are said to be relatively central, and those with fewer links are more peripheral. In order to determine the degree of centrality for these consumers, we need to create several different accounts on various social media forums for Golds Reling. Strong centrality will be useful in creating buzz for our new tablets. MKT500_8_1_Samantha-8: Okay. We can start working on this right away. MKT500_8_1_Ed-10: First, though, let’s begin with answering the return of investments, or ROI, issues. As you know, Carl is always focused on the bottom line. MKT500_8_1_Samantha-9: What should we focus on in terms of ROI? MKT500_8_1_Ed-11: As with traditional media, we can begin to answer return on investment questions only if we know the goal that the marketing action was initially intended to achieve. Based on our goals, selecting the media and ROI measures are rather straightforward. When estimating ROI, which is really the efficiency of investments, the primary expenditures might not be media buys or explicit budgetary contributions so much as salary equivalents of people’s time allocations. We also need to consider KPIs. MKT500_8_1_Samantha-10: I know that KPIs are key performance indicators, but how do we identify KPIs for social media? MKT500_8_1_Ed-12: KPI’s for social media are analogous to traditional measures for advertising effectiveness. Specifically, marketers are always interested in quantifying reach, frequency, monetary value of customers, customers’ behaviors, attitudes, and memory, including recall and recognition. MKT500_8_1_Samantha-11: So, how can we determine the ROI and KPIs for our tablet? MKT500_8_1_Ed-13: I’m glad you asked this question, Samantha. A common way to determine ROI for social media is through conversation rate. This term refers to the true engagement for conversations in your social media communities. Conversations will be different depending on the network. For example, Facebook, YouTube, and blogs are focused on comments; however, Twitter is measured with mentions and hashtags. We, therefore, calculate the figures for each network, and calculate how many conversations took place about our company and products per post, tweet, or video submission. Another method we can use is viewability rate. This metric is a little harder to find on Twitter. However, for other networks and mediums such as Facebook, YouTube, and our blog, it is the total number of views or impressions per post. This is not as important as the conversation rate, but it is always satisfying to see how often your content is being looked at, and if no one is seeing it, then you better find a way to get users to view it! MKT500_8_1_Samantha-12: I see. Thank you for that explanation. Before we move on, let me check to make sure I understand what you are saying about KPIs. Slide 6 Check Your Understanding KPIs for social media are _________ traditional measures for advertising effectiveness. A) very different from B) analogous to C) opposite of D) inconsistent with Feedback: Incorrect A – very different from: KPI’s are very similar to traditional media. Correct B – analogous: KPI’s are very similar to traditional media. Incorrect C – opposite of: KPI’s are very similar to traditional media. Incorrect D – inconsistent with: KPI’s are very consistent with traditional media measurements. Slide 7 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-13: Great information, Ed, but can we go back to the word-of-mouth concept? How do we know consumers are talking about our new tablets on social media? How can we capture this and make it work for Golds Reling? MKT500_8_1_Ed-14: Word-of-mouth conversations and other customer-to-customer information flows have become a rich new source of consumer insights. There are two main categories for the ways in which consumers receive information about companies and their products: passive listening and active intervention. Slide 8 Interaction Click the tabs to learn more about passive listening in marketing. Passive Listening Research shows that a lot is learned from lurking, or web crawling, and scraping, all of which are examples of passive listening: Tab A – Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. Tab B – Companies use text analyses on Facebook to get a read on customer opinions about their brands. Tab C – Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. Tab D – Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. MKT500_8_1_Ed-15: Click the tabs to learn more about passive listening in marketing. MKT500_8_1_Ed-16: Passive Listening Research shows that a lot is learned from lurking, web crawling, and scraping, all of which are examples of passive listening: MKT500_8_1_Ed-16_Tab A: Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. MKT500_8_1_Ed-16_Tab B: Companies use text analyses on Facebook to get a read on customer opinions about their brands. MKT500_8_1_Ed-16¬_Tab C: Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. MKT500_8_1_Ed-16_Tab D: Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. Slide 9 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-14: Great information, Ed. What can you tell me about active interventions? Slide 10 Interaction Click the tabs to learn more about active interventions. Active Interventions Tab A – Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. Tab B – Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, new product description, etc. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. Tab C – A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation, as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. Tab D – GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. MKT500_8_1_Ed-17: Click the tabs to learn more about active interventions. Active Interventions MKT500_8_1_Ed-17_Tab A: Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. MKT500_8_1_Ed-17_Tab B: Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, featuring a new product description. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. MKT500_8_1_Ed-17_Tab C: A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. MKT500_8_1_Ed-17_Tab D: GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. Slide 11 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Ed-18: In general, social media pundits advise that any corporate postings or representations have to start by being interesting – otherwise, consumers won’t even read them! The content needs to be honest, not defensive, and not too “corporate”. There needs to be transparency to customers, employees, and stakeholders. Being transparent usually means being honest, building trust, and creating the opportunity for two-way dialog. Social media have sufficient variety and prevalence that they can be a tremendous marketing tool—if we can offer something that provides value to those customers, and reaches them in a way that matters to them. MKT500_8_1_Samantha-15: You’ve given me a lot of valuable information about social media, Ed. MKT500_8_1_Ed-19: I’m glad that you feel that way. Next, we can start by creating Golds Reling accounts for each of these social media applications. MKT500_8_1_Samantha-16: Well, since we already have a Facebook account, I can create a Twitter, Google Plus, and Pinterest account for Golds Reling. MKT500_8_1_Ed-20: Excellent. Let’s break for now, and then we can organize our information for Carl. Slide 12 Scene 2 [Ed, Samantha, Carl – Conference Room] Ed, Samantha, and Carl meet in the conference room to discuss the social media aspects of the product launch. MKT500_8_2_Carl-1: Good afternoon, Ed and Samantha. I saw you both looking very busy in Ed’s office earlier. I’m looking forward to hearing the information that you two have put together concerning social media marketing for our new tablets. MKT500_8_2_ Samantha-1: Yes, Ed and I have been very busy. We have analyzed and concluded some basic concepts. MKT500_8_2_Carl-2: And what would these be? MKT500_8_2_ Samantha-2: Social media are an abundant opportunity for Golds Reling. Social media provides a web-based means for customers to interact with friends and strangers by posting opinions, pictures, and videos. Social networks are the structures of interconnections among customers that propagate word-of-mouth. Networks can be drawn and analyzed, and the actors measured on indices of centrality to assist Golds Reling in finding opinion leaders and influential consumers. Our campaign would identify these actors within two months of launch and create great buzz for our new tablets. A great feature of social media is the measurement methods; these are ROI and KPIs, and they can be computed with the help of online analytics, as for any marketing effort. MKT500_8_2_Carl-3: Good points! Why do you believe that investing in advertising through social media would be the right decision for Golds Reling and our new tablet? MKT500_8_2_ Ed-1: Social media is a great way to generate repeat business and to attract new customers. Furthermore, the target market we have selected are big users of social media. Golds Reling already has a Facebook account, but we believe that creating accounts for Twitter, Google Plus, and Pinterest will really help boost the conversation rate, and, thereby, the word-of-mouth, for both our company as a whole as well as our new tablet. MKT500_8_2_ Samantha-3: Carl, by utilizing social media, we feel that Golds Reling is spending our advertising money wisely. MKT500_8_2_Carl-4: Ok, sounds like a good investment. Explain how we are going to measure this investment. MKT500_8_2_ Samantha-4: The key is to communicate the different features of our new tablet and to have consistency in the message we choose for social media. Measuring effectiveness will occur through KPI’s, recall, attitudes, click rates, and conversation and viewability rates from social media communications. MKT500_8_2_Carl-5: Excellent. I like what I’m hearing. Social media sounds perfect for generating buzz and word-of-mouth about our new tablet. I agree that Twitter, Google Plus, and Pinterest accounts for Golds Reling will be excellent additions to our existing Facebook account. Very nice work, both of you. Slide 13 Check Your Understanding What social media term refers to a set of actors (or nodes) and the relational ties that link them? A) Team B) Group C) Network D) Forum Incorrect A – Team: This is not the terminology used to describe relationships in social media. Incorrect B – Group: Although a group includes two or more people, this is not a part of the relational ties. Correct C – Social Network: A network is defined as the set of actors (or nodes) and the relational ties that link them. Actors may be customers, firms, brands, concepts, countries, etc. The connections between the actors are relational ties (or links). Ties can be symmetric or directional, and they can be binary or vary in strength. Incorrect D – Forum: Although this is a close description, it doesn’t explain the interaction experienced in social media. Slide 14 Scene 3 [Ed, Samantha – Hallway] MKT500_8_3_Samantha-1: Today was a highly informative day. Using social media for marketing can help us generate word-of-mouth about our tablet, especially if we are able to connect with the most influential members of social networks. MKT500_8_3_Ed-1: Absolutely. It will also help customers identify Golds Reling as a company they know, like and trust. Don’t forget to complete the e-Activity and particip

“The Importance of Social Media and Web Analytics” Please respond to the following: From the case study, assess the degree to which Salina Siu effectively used YouTube to develop customer loyalty. Appraise the success potential of at least two (2) other social media methods that Salina could use to promote her business. Justify your response. * From the scenario, prioritize the most significant components of a social media campaign according to the level of influence each could have on the new product launch. Examine both the social media tools that will provide the highest return on investment (ROI), and two (2) key performance indicators (KPIs) that one could use to measure success. Provide a rationale for your response. Welcome Student | Help | Sign Out Library CoursePack Contents Font Search this article Edit Notes Edit Settings Actions SALINABEAR: MONETIZING A YOUTUBE PROFILE Karen Robson prepared this case study under the supervision of Professors Michael Parent and Anjali Bal solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. As the eight millionth view started on her YouTube channel, Salina Siu put her scissors down and reflected on the amazing events of the past year. It was September 2012, and what had begun as a hobby a little over two years earlier had grown into a successful small business. Siu had started a YouTube channel, joined YouTube’s partner program, graduated from university and obtained an internship in social media in her hometown of Vancouver, Canada. All this from tutorials on how to creatively cut T-shirts! Siu’s YouTube channel, SalinaBear (http://www.youtube.com/salinabear), provided instructional videos on how to transform plain T-shirts into fashionable garments by carefully cutting them using only scissors — an apparently popular practice among teenage women. The high number of views led to Siu being accepted into YouTube’s Partner Program, whereby ads were placed next to her videos, and Siu shared in revenues resulting from either exposure to these ads or click-throughs on these ads. Siu was making good money, but not enough to replace a full-time job. Siu picked up her scissors and continued carefully cutting the neck seam on her latest project — transforming a man’s extra-large T-shirt into a trim woman’s tank top. As the blades moved effortlessly through the fabric, she thought about her options to transform the site into a bigger business that would provide enough income to warrant full-time employment. BACKGROUND Salina Siu Salina Siu, 23 years old, was part of a creative, artistic family. Her father, who enjoyed photography as a hobby, had first piqued her interested in drawing. Her mother had been a seamstress her whole life and sewed clothes part-time at home. When Siu was a young girl, her mother would ask her what new outfit she’d like her to make for her. At an early age, Siu had already started thinking like a fashion designer. She had also developed a taste for unique and custom garments. By her own admission, she had always been interested in arts and crafts: drawing, painting, photography and graphic design. Siu also pursued these interests professionally. She graduated with her bachelor’s degree in Business Administration in 2012 from the Beedie School of Business at Simon Fraser University in Vancouver, Canada, with concentrations in entrepreneurship and innovation and in marketing and a minor in publishing. Throughout her coursework, she also took electives from Simon Fraser’s School of Interactive Arts and Technology, including digital image design, graphic design and drawing as inquiry. In May 2010, she bought a T-shirt at the local mall that had been cut up in the back. It was the first time she had ever seen such a thing, and she was enthralled. She immediately tried to figure out how it had been done, even searching on YouTube for videos that might show her. She commented: The videos were OK, but they really didn’t show it clearly. The production quality was poor, and the instructions were incomplete and confusing. I felt frustrated, and never really got a clear understanding of how to cut T-shirts into these neat patterns. So, I just decided to do it myself. Through trial-and-error, and with some help from my Mom, I got the hang of it really fast! It’s actually pretty easy and straightforward once you get it! This epiphany motivated her to want to make better videos than the ones currently on YouTube. She saw an opportunity to help others, while also developing valuable video-creation and -editing skills and learning about YouTube — a fast-growing medium for her generation. As a marketing graduate, she also knew the value of research, so she started watching a large number of craft tutorial videos, not only for T-shirt cutting but for all sorts of arts and crafts. Siu said: I was especially inspired by Erica Domesek and her website “P.S. I Made This” (http://psimadethis.com). Erica created a blog that taught people how to reproduce brand-name styles. She went on to publish her own book and made numerous television appearances on shows like Martha Stewart’s. She had been featured in magazines like Teen Vogue, Glamour, Lucky and InStyle, and had partnered with big brands to style and design campaigns for the likes of Coke, Ford and Roxy. She had even hosted events with big brands like Kate Spade and Gap. She was a real inspiration to me, and I sought to reproduce her success in my own way. This research led Siu to conclude that clear, accessible content was the most critical success factor for tutorial videos. Specifically, she felt that an effective instructional video should include the following: • Clearly numbered steps throughout the video so that viewers could fast-forward and rewind easily • Showing of the end product at the beginning of the video so viewers can decide right away whether the tutorial is what they’re looking for. • Clear and appropriate camera angles that show the work being performed, as it was being performed (in other words, providing an overhead view of the cutting without using cutaways that revealed a miraculously perfect product) • Proper lighting • Clear and concise instructions • Showing of all the steps • A playful, fun atmosphere that made the task look easy and approachable Siu also decided that she would not only demonstrate but also act as the model in her videos (see Salina’s website at http://www.youtube.com/salinabear for examples of her videos). She believed doing so was important to establish her credibility and provided an opportunity to showcase her personality. As far as the name for her channel, she said: I chose SalinaBear for a few reasons. First of all, I wanted the channel to have my name in it so that viewers would know who I am, and how to spell my name, as it has an unusual spelling, with an a in the first syllable, not the usual e. I also wanted to create a brand that would be unique, easy to find on the Internet, playful and fun. Finally, the thought of a cute bear in the logo appealed to me, and I thought it’d appeal to other young women. Siu uploaded her first video to YouTube in June 2010. It showed viewers how to cut strips into a “V” shape on the back of a T-shirt using only scissors — no sewing or taping required (you can view the video on her website at http://www.youtube.com/watch?v=BbhC7hPFaLA&list=UUCYATxMpYZ4ayXG5NPxqQw&index=23). The 4-minute, 45-second video took her four hours to film and another four hours to edit before it was ready for posting. To promote the video, she shared it on craft and do-it-yourself (DIY) websites. A major boost in viewership occurred after one of these sites, CutOutAndKeep (http://ift.tt/MXhDtU) featured her video on its landing page. In fact, it remained on the landing page for one week and eventually was moved to CutOutAndKeep’s featured products page. It became SalinaBear’s most popular video, at more than 2.2 million views. In addition, some organizations and clubs gave Siu branded T-shirts for her to cut up in return for mentions in her videos. These organizations, in turn, promoted her work by distributing these videos to their networks. YouTube Chad Hurley, Steve Chen and Jawed Karim, all former employees of PayPal, founded YouTube in 2005. The site went live in Beta in May 2005, before the full-featured site was launched online later that year, in December. YouTube’s vision is “to give everyone a voice, to evolve video, and to make our partners and advertisers successful.”1 In October 2006, Google acquired YouTube for US$1.65 billion2. By January 2008, 10 hours of video were being uploaded to YouTube every minute; in October 2009, this rate increased to 15 hours of video per minute, and in March 2010, the rate had increased to 24 hours of video per minute. In 2012, YouTube was the world’s largest online video site, with roughly 72 hours of video being uploaded every minute, of which three hours per minute were being uploaded from mobile devices. YouTube began its Partner Program in December 2007. YouTube partners were content creators, and many of them were large media companies, such as Sony or Universal. Partners were able to upload videos of any length (i.e., they were not limited to 15 minutes) and were able to monetize their videos through ads or by making their videos available for rent. Partners were also offered more analytical tools to manage their sites. YouTube gave partners about 50 per cent of the revenue generated by ads on their sites, based on either cost per impressions (CPM) or cost per clicks (CPC), depending on the advertiser’s choice. Ads were placed in numerous spots on the partner’s website, at the top of the video, on the bottom of the video window or at the side. Up to three ads appeared on any one page. To become a partner, the site owners first needed to create an original video suitable for online streaming, and they needed to either own or have permission to use and monetize the video and audio content. Potential partners also needed to apply to YouTube to join the partnership program. YouTube considered how often videos were uploaded, how big their audience was and how many videos were in the potential partner’s library. YouTube had more than one million partners, with top-performing partners reputed to be making well over $100,000 per year. YouTube’s partnership agreement included a clause prohibiting partners from disclosing how much they actually earned from the partnership program, owing to the variety of factors that went into calculating compensation. However, an oft-cited estimate was $2 in earnings for every 1,000 views and $0.05 for every subscriber.3 HOW TO GET MORE THAN EIGHT MILLION VIEWS AND 47,000 SUBSCRIBERS As of September 2012, SalinaBear had 47,753 subscribers and 8,234,081 video views (an average of 10,000 unique views daily). Siu had created and posted 24 videos, and her work had received more than 5,000 comments, 28,000 likes and 1,300 dislikes. The website Social Blade tracked YouTube metrics, including those for Salina’s site (see http://ift.tt/2xqJEtA). Siu posted her first video on June 5, 2010, and she applied to be a YouTube Partner on June 15, 2010. As of June 28, she had 100 subscribers, and on June 29, YouTube approved her partnership application (see Exhibit 1). She received her first royalty cheque on November 24, 2010 (YouTube sent cheques when an account had amassed more than $100). Siu’s videos became increasingly sophisticated, while continuing to retain a light, whimsical tone. Siu also became more adept and efficient at creating the videos. They now took her about three hours to film and another three hours to edit. The videos all began with the SalinaBear logo. They then moved on to the tutorial. Some videos depicted very basic steps (e.g., how to cut a neck), while others were more complex. In some videos, she referred to earlier videos depicting these basic steps. Siu felt that three keys had led to her success: quality content, the building and nurturing of an audience and findability. Quality Content It was important for Siu to avoid mistakes that other videos had made, which is why she wanted to number the steps and explain and illustrate them clearly, using good lighting and a top view. She also believed it was important to show the finished product at the beginning of the video to give viewers an idea of what they were working toward. Finally, she believed she established her credibility by acting as both the model and creator in the videos. The response from viewers was enthusiastically positive, as attested to by the following comment, one of many on the website: oh my god. i’ve seen a ton of tutorials on weaving and this is by far the best i’ve ever seen lol. usually you can’t see what the hell the people are doing with what strings because they like to pick a black shirt or the camera is a weird angle or too far away. but i love how clean and simple your drawings are :). every step is shown and explained thoroughly :D. thank you so much! – MikoSubaru (February, 2012) Building and Nurturing an Audience “I feel a great deal of loyalty to my viewers,” Siu maintained. “They got me to where I am today, and their ongoing support has been crucial to SalinaBear’s success.” Siu kept close tabs on her viewership using YouTube’s extensive analytics (see Exhibit 2 for sample viewership data). It came as no surprise to her that the majority of the site’s views were from young women (90.2 per cent of her overall views were from women), mainly in the United States. However, it surprised her that a considerable number of views were from Mexico, the United Kingdom and the Philippines. During the first four months, she felt it was important to reply to all comments on the channel. However, it became too repetitive to thank everyone, so she limited her replies to more complicated questions. She also created an FAQ (frequently asked questions) video addressing popular topics. In April 2011, after hitting one million views, she created a special “thank you” video for her fans and followers. The growth in the site’s views was, at first, mainly organic, with very little effort on Siu’s part. In addition to having posted the videos on DIY sites, Siu had also posted them to her personal Facebook profile. She used the biography of her Twitter account (@salinasiu) to refer to SalinaBear. She created a Flickr account that displayed her T-shirts and encouraged fans to subscribe to her YouTube channel (http://ift.tt/2gWYXiH). She also used Pinterest (http://ift.tt/2xqfmHg). Out of her 20 boards on Pinterest, the board that had attracted the most engagement showed photos of her own designs and YouTube videos and T-shirts that others had cut up. Including designs by others on her Pinterest boards reflected Siu’s underlying belief that reciprocity was a big part of success in social media marketing efforts. She was also pleased that every time she logged into Pinterest, her recent repins and likes were mostly from strangers who had discovered her “Cut T-Shirt” pinboard. Findability Siu devoted considerable attention and energy to ensuring that interested viewers could find her site: she knew that it was not enough to have an interesting topic and well-made videos. After all, many good videos on the Internet were never discovered. Luckily for Siu, when she started her channel, only a handful of users were making T-shirt-cutting tutorials. Siu considered this topic to have little competition. Siu believed the other key findability factor was search engine optimization (SEO), which was improved through the use of keywords. She used targeted keywords in the videos’ titles. She used Google AdWords’ Keyword Tool to determine which keywords were most popular. The title of the video was especially important: Siu strived for a balance between being descriptive and enticing viewers. By responding to Comments, she created buzz around her videos, thus increasing the videos’ rating on the search results. CHALLENGES Imitation, far from being the sincerest form of flattery, was endemic on the web, especially on YouTube. Paradoxically, by helping people, Siu was also empowering them. Nothing prevented anyone else from either imitating or even bettering her. As such, her competition was essentially unbounded. Moreover, she believed that viewers expected instructional and informational videos to be free. After all, she herself had turned to YouTube after buying her first cut T-shirt! Consumers’ reluctance to pay for content constrained her options for the future of the site. In some ways, Siu wanted to transform SalinaBear into a full-time job and career. However, she felt she needed at least a tenfold increase in revenues to do so. She did have several options worth pursuing: she could charge for her videos via another platform; charge rent on her videos on YouTube; sell DIY kits; create a physical shop, and conduct in-person group or individual tutorials; and/or expand her brand, in much the way Erica Domesek had done, by developing a new line of tutorials focusing on nail art, jewellery or other crafts. Charging for Videos In early 2010, YouTube began experimenting with paid content — that is, having users pay for access to certain content; in this case, YouTube offered some select films from the Sundance Film Festival.4 This experiment eventually morphed into a product YouTube called YouTube Rentals,5 in Beta form, as of September 2012. More traditional sites, such as Blockbuster, Redbox and Netflix, also rented movies and television shows, as did Apple’s iTunes. However, these sites did not host instructional videos. Instructional video sites, such as TeacherTube, EduTube and Mylearningtube, hosted similar videos, but they were more school-focused, not hobby-focused. Finally, numerous arts and crafts sites, such as Martha Stewart’s and SimpleKidsCrafts, hosted DIY videos, but they were not paying sites. If Siu chose this path, she faced the challenge of either finding a suitable paying distribution channel for her videos or the daunting task of creating a pay channel of her own. DIY Kits Siu had also considered creating and selling DIY (do-it-yourself) kits. She pictured these kits to contain scissors, a ruler and a couple of T-shirts with dotted lines printed on them to instruct people where to cut. These kits would pair well with her existing videos, and promoting them on her videos would be easy, but she wondered whether people would buy them. One option was to sell them online, perhaps via Amazon.com, although yet another option was to develop a relationship with an existing retail chain. Such kits were popular with arts and crafts retailers, including the arts and crafts retail giant Michaels. She could also develop a tutorial book or a book of patterns, which she could sell in addition to or packaged with the DIY kits. Physical Shop Many viewers had asked Siu whether she gave in-person workshops or tutorials. So far, she had demurred. If these workshops and tutorials weren’t free, she felt that not enough people would be interested to make this option financially viable. She would also face the challenge of scaling the operation. However, she realized that could open a physical retail store, where she could both conduct tutorials and sell some of her creations. She’d been inspired by Hamburger Disco, a brand run by two of her friends, which had only sold products online until opening a pop-up store in Vancouver. Her friends had asked Siu to cut one of their T-shirts to promote their pop-up store; in return, Hamburger Disco cross-promoted the video she had created. Based on their experience, and on advice from others, she believed she’d need at least $10,000 to open a small store, buy inventory and run it for six months without a profit. Aside from the time and energy needed to establish a retail presence, she knew that the majority of her viewers and fans were located in the United States, and she wondered whether marketing her brand in her hometown would work. In addition, Siu also realized that running a physical retail store was vastly different from maintaining the online presence she had created. The skills required to run a store were not the skills she had developed as a video producer and on-air personality. Although the store option didn’t play to current her skills, interests and competencies, she acknowledged that it could be a necessary step in growing her brand. Brand Extension The last option was to branch out into other types of crafts, such as nail art or jewellery. Siu believed that she had created a strong brand presence on YouTube. Moreover, the SalinaBear brand name was sufficiently vague to allow for many other types of products, not just crafts. Siu wondered whether she could start small by choosing one or two categories to pursue, produce a few videos and then load them onto the SalinaBear site, or whether she should, instead, segment her products through separate YouTube channels (e.g., SalinaBear T’s for T-shirts and SalinaBear Jewels for jewellery. She wondered whether her audience would follow her and whether her personality was appealing enough to distinguish her from all the others on YouTube. Next Steps As her latest creation took shape, Siu reflected on her future and on her options. Life had suddenly become very busy, and she’d found herself posting a video apologizing to her subscribers for being away so long. She wondered whether SalinaBear was more than just a short-term experiment, and whether devoting her energy to growing the business would be a wise and profitable long-term move. Exhibit 1 TIMELINE TO FIRST YOUTUBE ROYALTY CHEQUE AND VIEWERSHIP NUMBERS Source: Salina Siu Exhibit 2 SELECTED YOUTUBE ANALYTICS DATA FOR SALINABEAR (JULY 2012) Source: Salina Siu 1 YouTube, “Frequently Asked Questions,” http://www.youtube.com/t/faq, accessed July 1, 2012. 2 All currency amounts shown are in U.S. dollars unless specified otherwise. 3 http://ift.tt/2gWP7xp, accessed July 1, 2012. 4 Jolie O’Dell,” YouTube Will Start Charging for Some Videos,” ReadWrite, January 20, 2010, http://ift.tt/2xqfoim, accessed July 1, 2012. 5 YouTube, “YouTube Rentals Beta,” http://www.youtube.com/t/youtube_rentals, accessed July 1, 2012. Copyright © 2012, Richard Ivey School of Business Foundation Version: 2012-12-19 Scroll down for the next article • Copy • Highlighting Toolbar Settings… • CoursePack Contents Page • Back (to article beginning) • Next Article • Last Article • Back • Forward • Reload • Stop MKT 500 Week 8 Scenario: Developing Social Media Campaigns for the New Product Launch Slide # Scene # Narration Slide 1 Scene 1 [Ed, Samantha – Ed’s Office] Ed and Samantha meet in the morning to discuss the next steps in the tablet PC launch. MKT500_8_1_Samantha-1: Good morning, Ed. How are you doing today? MKT500_8_1_Ed-1: Good morning, I’m doing quite well. What about yourself? MKT500_8_1_Samantha-2: Good, thanks. I’m really proud of the progress we’ve been making with our tablet launch, and I’m excited for the next steps. MKT500_8_1_Ed-2: I love your enthusiasm, Samantha! I spoke with Carl earlier. He said now that we have selected our advertising media and budget, we need to take a deeper look into social media. MKT500_8_1_Samantha-3: Yes, the enormity of today’s media choices—the Internet alone—makes it a wonderful time to be alive. Social media is at the cutting edge of this trend. MKT500_8_1_Ed-3: As we discussed, we can use social media as one of our main media outlets for advertising the new tablets. However, mobile marketing is growing because our cell phones are particularly convenient; they contain our identities and those of the people we talk to frequently. They are our portals to email, social media and networking sites, which are many people’s primary means of sharing information and entertainment. Interestingly enough, at the same time that electronic and information technologies are becoming more accessible and pervasive, traditional media are experiencing their own changes. Slide 2 Interaction Hover your mouse over each media to discover more information about the changes they are undergoing. Newspaper Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. Radio The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. TV Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is a facilitated when the segments of viewers are somewhat more homogeneous. MKT500_8_1_Ed-4: Hover your mouse over each type of media to discover more information about the changes they are undergoing. MKT500_8_1_Ed-4_Tab A: Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. MKT500_8_1_Ed-4_Tab B: The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. MKT500_8_1_Ed-4_Tab C: Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is facilitated when the segments of viewers are somewhat more homogeneous. Slide 3 Scene 1, cont. [Ed, Samantha – Ed’s Office] (Display social media graphic) MKT500_8_1_Samantha-3: Very interesting, Ed. I hadn’t realized the effects of social media on more traditional media types. MKT500_8_1_Ed-5: The other part of the “social media” story is its social, or human, element. Belonging to different communities and interacting with different people in our social roles is part of our identity. The most fundamental means of interaction is dialogue. In social media, customers have become participants in a dialogue with marketers or brands. Traditionally, customers had been mere recipients of one-way messages that had been shot out by marketers, but now customers have a means of talking back. For example, customers post positive endorsements about brands, and they also use the web to vent. I often vent on Facebook about restaurants where I have had a bad experience. MKT500_8_1_Samantha-4: (pointing to graphic of different types of social media) This is very true. Are there certain types of social media that you had in mind for our tablet launch? I have a Facebook account and use Twitter and Pinterest frequently, but I feel that using all of these might be overkill for our new tablet launch. MKT500_8_1_Ed-6: Well, there are a few sites that I believe will provide Golds Reling with very strong exposure during our initial launch. Let me show you this short video that discusses the advantages of using social media in our marketing campaign. Slide 4 Social Media Marketing in 3 Minutes http://www.youtube.com/watch?v=gza8dvN8Hkc Slide 5 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-5: Thanks for sharing that video, Ed. I understand better how social media helps connect companies to customers, and helps customers get to know, like, and trust companies better. MKT500_8_1_Ed-7: Yes. The key to a successful social media campaign is selecting a social media that creates good W.O.M. MKT500_8_1_Samantha-6: What is W.O.M.? MKT500_8_1_Ed-8: W.O.M. is Word-of-mouth. Word-of-mouth works on inherently exciting products like Golds Reling’s new tablet, and it also works where the notion of buzz marketing makes sense. Yet creative brand managers have launched clever ad campaigns that get talked about even for pretty mundane products, too; the key being that the product and the message are meaningful to the customer. MKT500_8_1_Samantha-7: Okay. You know, I learned in my classes at Strayer University that different social media combined create social networks. In social networks, there are some members that are more connected and influential than others. We need to leverage these interpersonal group dynamics, ideally locating the highly connected influential members, to induce their trial of our tablet, in turn initiating and propelling the diffusion process. MKT500_8_1_Ed-9: You’re right. To locate these influential members and get the word out about our tablet, we need to study how these potential consumers, or actors, are embedded in these networks to locate those that are relatively central. Centrality indices are computed for each actor in the network to describe the position of that actor relative to others in the network. The easiest and most common way to compute centrality is to count the number of connections each actor has with the others in the network. An index of degree centrality is derived for each actor—those with many links are said to be relatively central, and those with fewer links are more peripheral. In order to determine the degree of centrality for these consumers, we need to create several different accounts on various social media forums for Golds Reling. Strong centrality will be useful in creating buzz for our new tablets. MKT500_8_1_Samantha-8: Okay. We can start working on this right away. MKT500_8_1_Ed-10: First, though, let’s begin with answering the return of investments, or ROI, issues. As you know, Carl is always focused on the bottom line. MKT500_8_1_Samantha-9: What should we focus on in terms of ROI? MKT500_8_1_Ed-11: As with traditional media, we can begin to answer return on investment questions only if we know the goal that the marketing action was initially intended to achieve. Based on our goals, selecting the media and ROI measures are rather straightforward. When estimating ROI, which is really the efficiency of investments, the primary expenditures might not be media buys or explicit budgetary contributions so much as salary equivalents of people’s time allocations. We also need to consider KPIs. MKT500_8_1_Samantha-10: I know that KPIs are key performance indicators, but how do we identify KPIs for social media? MKT500_8_1_Ed-12: KPI’s for social media are analogous to traditional measures for advertising effectiveness. Specifically, marketers are always interested in quantifying reach, frequency, monetary value of customers, customers’ behaviors, attitudes, and memory, including recall and recognition. MKT500_8_1_Samantha-11: So, how can we determine the ROI and KPIs for our tablet? MKT500_8_1_Ed-13: I’m glad you asked this question, Samantha. A common way to determine ROI for social media is through conversation rate. This term refers to the true engagement for conversations in your social media communities. Conversations will be different depending on the network. For example, Facebook, YouTube, and blogs are focused on comments; however, Twitter is measured with mentions and hashtags. We, therefore, calculate the figures for each network, and calculate how many conversations took place about our company and products per post, tweet, or video submission. Another method we can use is viewability rate. This metric is a little harder to find on Twitter. However, for other networks and mediums such as Facebook, YouTube, and our blog, it is the total number of views or impressions per post. This is not as important as the conversation rate, but it is always satisfying to see how often your content is being looked at, and if no one is seeing it, then you better find a way to get users to view it! MKT500_8_1_Samantha-12: I see. Thank you for that explanation. Before we move on, let me check to make sure I understand what you are saying about KPIs. Slide 6 Check Your Understanding KPIs for social media are _________ traditional measures for advertising effectiveness. A) very different from B) analogous to C) opposite of D) inconsistent with Feedback: Incorrect A – very different from: KPI’s are very similar to traditional media. Correct B – analogous: KPI’s are very similar to traditional media. Incorrect C – opposite of: KPI’s are very similar to traditional media. Incorrect D – inconsistent with: KPI’s are very consistent with traditional media measurements. Slide 7 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-13: Great information, Ed, but can we go back to the word-of-mouth concept? How do we know consumers are talking about our new tablets on social media? How can we capture this and make it work for Golds Reling? MKT500_8_1_Ed-14: Word-of-mouth conversations and other customer-to-customer information flows have become a rich new source of consumer insights. There are two main categories for the ways in which consumers receive information about companies and their products: passive listening and active intervention. Slide 8 Interaction Click the tabs to learn more about passive listening in marketing. Passive Listening Research shows that a lot is learned from lurking, or web crawling, and scraping, all of which are examples of passive listening: Tab A – Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. Tab B – Companies use text analyses on Facebook to get a read on customer opinions about their brands. Tab C – Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. Tab D – Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. MKT500_8_1_Ed-15: Click the tabs to learn more about passive listening in marketing. MKT500_8_1_Ed-16: Passive Listening Research shows that a lot is learned from lurking, web crawling, and scraping, all of which are examples of passive listening: MKT500_8_1_Ed-16_Tab A: Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. MKT500_8_1_Ed-16_Tab B: Companies use text analyses on Facebook to get a read on customer opinions about their brands. MKT500_8_1_Ed-16¬_Tab C: Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. MKT500_8_1_Ed-16_Tab D: Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. Slide 9 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-14: Great information, Ed. What can you tell me about active interventions? Slide 10 Interaction Click the tabs to learn more about active interventions. Active Interventions Tab A – Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. Tab B – Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, new product description, etc. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. Tab C – A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation, as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. Tab D – GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. MKT500_8_1_Ed-17: Click the tabs to learn more about active interventions. Active Interventions MKT500_8_1_Ed-17_Tab A: Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. MKT500_8_1_Ed-17_Tab B: Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, featuring a new product description. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. MKT500_8_1_Ed-17_Tab C: A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. MKT500_8_1_Ed-17_Tab D: GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. Slide 11 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Ed-18: In general, social media pundits advise that any corporate postings or representations have to start by being interesting – otherwise, consumers won’t even read them! The content needs to be honest, not defensive, and not too “corporate”. There needs to be transparency to customers, employees, and stakeholders. Being transparent usually means being honest, building trust, and creating the opportunity for two-way dialog. Social media have sufficient variety and prevalence that they can be a tremendous marketing tool—if we can offer something that provides value to those customers, and reaches them in a way that matters to them. MKT500_8_1_Samantha-15: You’ve given me a lot of valuable information about social media, Ed. MKT500_8_1_Ed-19: I’m glad that you feel that way. Next, we can start by creating Golds Reling accounts for each of these social media applications. MKT500_8_1_Samantha-16: Well, since we already have a Facebook account, I can create a Twitter, Google Plus, and Pinterest account for Golds Reling. MKT500_8_1_Ed-20: Excellent. Let’s break for now, and then we can organize our information for Carl. Slide 12 Scene 2 [Ed, Samantha, Carl – Conference Room] Ed, Samantha, and Carl meet in the conference room to discuss the social media aspects of the product launch. MKT500_8_2_Carl-1: Good afternoon, Ed and Samantha. I saw you both looking very busy in Ed’s office earlier. I’m looking forward to hearing the information that you two have put together concerning social media marketing for our new tablets. MKT500_8_2_ Samantha-1: Yes, Ed and I have been very busy. We have analyzed and concluded some basic concepts. MKT500_8_2_Carl-2: And what would these be? MKT500_8_2_ Samantha-2: Social media are an abundant opportunity for Golds Reling. Social media provides a web-based means for customers to interact with friends and strangers by posting opinions, pictures, and videos. Social networks are the structures of interconnections among customers that propagate word-of-mouth. Networks can be drawn and analyzed, and the actors measured on indices of centrality to assist Golds Reling in finding opinion leaders and influential consumers. Our campaign would identify these actors within two months of launch and create great buzz for our new tablets. A great feature of social media is the measurement methods; these are ROI and KPIs, and they can be computed with the help of online analytics, as for any marketing effort. MKT500_8_2_Carl-3: Good points! Why do you believe that investing in advertising through social media would be the right decision for Golds Reling and our new tablet? MKT500_8_2_ Ed-1: Social media is a great way to generate repeat business and to attract new customers. Furthermore, the target market we have selected are big users of social media. Golds Reling already has a Facebook account, but we believe that creating accounts for Twitter, Google Plus, and Pinterest will really help boost the conversation rate, and, thereby, the word-of-mouth, for both our company as a whole as well as our new tablet. MKT500_8_2_ Samantha-3: Carl, by utilizing social media, we feel that Golds Reling is spending our advertising money wisely. MKT500_8_2_Carl-4: Ok, sounds like a good investment. Explain how we are going to measure this investment. MKT500_8_2_ Samantha-4: The key is to communicate the different features of our new tablet and to have consistency in the message we choose for social media. Measuring effectiveness will occur through KPI’s, recall, attitudes, click rates, and conversation and viewability rates from social media communications. MKT500_8_2_Carl-5: Excellent. I like what I’m hearing. Social media sounds perfect for generating buzz and word-of-mouth about our new tablet. I agree that Twitter, Google Plus, and Pinterest accounts for Golds Reling will be excellent additions to our existing Facebook account. Very nice work, both of you. Slide 13 Check Your Understanding What social media term refers to a set of actors (or nodes) and the relational ties that link them? A) Team B) Group C) Network D) Forum Incorrect A – Team: This is not the terminology used to describe relationships in social media. Incorrect B – Group: Although a group includes two or more people, this is not a part of the relational ties. Correct C – Social Network: A network is defined as the set of actors (or nodes) and the relational ties that link them. Actors may be customers, firms, brands, concepts, countries, etc. The connections between the actors are relational ties (or links). Ties can be symmetric or directional, and they can be binary or vary in strength. Incorrect D – Forum: Although this is a close description, it doesn’t explain the interaction experienced in social media. Slide 14 Scene 3 [Ed, Samantha – Hallway] MKT500_8_3_Samantha-1: Today was a highly informative day. Using social media for marketing can help us generate word-of-mouth about our tablet, especially if we are able to connect with the most influential members of social networks. MKT500_8_3_Ed-1: Absolutely. It will also help customers identify Golds Reling as a company they know, like and trust. Don’t forget to complete the e-Activity and particip

"The Importance of Social Media and Web Analytics" Please respond to the following: From the case study, assess the degree to which Salina Siu effectively used YouTube to develop customer loyalty. Appraise the success potential of at least two (2) other social media methods that Salina could use to promote her business. Justify your response. * From the scenario, prioritize the most significant…

[lisakellner]

What to do when Art Systems crumble

When it’s time for a total overhaul.

Important: If you are in a dire situation, click on this list of emergency resources provided by Volunteer Lawyers for the Arts.

Watch or listen here: (with a little nature infusion)

What to do when art systems crumble:

We are in a time of upheaval. Galleries close, museums cut services, jobs are suspended or lost. The system we have been relying on for so long is coming apart at the seams. I want to offer some real tools to help you move forward.

Note: if you are in an emergency situation, go to this list of emergency services for Artists (further down on the page) provided by Volunteer Lawyers for the Arts.

Feel What you’re feeling.

What ever you are experiencing right now is okay. Take the time to really feel the emotions going through you. I had a great mentor that gave me some valuable advice. She told me that whenever she experienced something bad, she would stop what she’s doing and take fifteen solid minutes to really feel the emotions. It’s important to acknowledge the impact this particular event is having on you in this moment. Whatever you feel is the right feeling to have right now. Take the time and embrace it.

One effective tool is to acknowledge the feeling yet separate yourself from it.

Instead of saying, “I am angry and frustrated about xyz”, try this instead: ”I feel anger and frustration about xyz.” You can have the feelings without them completely overtaking who you are.

2. Get in the right Mindset.

When you are ready, ease yourself into a better mindset. What does that mean exactly? You can’t get out of this situation, if you have a defeatist attitude.

You have to be able to shift your thinking. New scenarios require new ways of problem solving.

Check out this blog post: Why the Right Mindset matters. Each day, try to immerse yourself in a new activity. See whether this activity shifts your thinking, even if its for a few minutes. It takes time to change your mindset. I recently went through my own personal journey of shifting my mindset. I wish I could tell you it took a day or even a few weeks. Like all good things, it took time. (In my case a couple years.) But the outcome is that this shift became permanent. And I am so grateful for that! Just start on the journey of a new mindset for a new era; one that empowers you to achieve, not makes you reliant on systems outside of your control.

3. Believe (and Know) that you will get through this.

"You are what you believe yourself to be."  -- Paulo Coelho

Make sure your true belief system is in alignment with your actions and your thoughts. It’s one thing to say I believe “abc”, but you also have to know it with every cell in your body. It has to become a part of you; impervious to outside influences. Sounds simple, but not always so easy. Use this time when all things around you are seemingly declining, to renew your belief system about yourself. Repeat until you know it innately:

You are perfectly capable of finding your way through anything.

You are successful and thriving. Nothing can get in your way of your own success.

If you can’t get there quite yet, the first step is being aware that your belief system is not in sync with your own ability to prosper. You want to be successful. If you didn’t, you wouldn’t be struggling right now. Be cognizant that you might be placing some roadblocks in your own way. Once you understand that the biggest thing holding you back is your own set of beliefs, then - and only then - can you change them.

4. Diversify your income and your strategy

I have been through a recession (actually three) and have learned a thing or two along the way. The first one hit two months after I graduated college. As I watched everyone around me being laid off or fired, I spent each day waiting for the ball to drop. I decided right then and there to never depend solely on one source of income.

Diversify your income AND your strategy.

Let’s talk strategy first. As an artist in the time we are currently living in, I strongly suggest that you do not rely on one source for exhibiting and selling your work. Diversify. If you are completely dependent on galleries (one or more) to get your work seen and sold, then you are NOT diversified. What happens when those galleries close or a pandemic forcibly shuts them down? In the financial world, not being diversified is foolish - to say the least. An investor would not just invest in oil companies or soft drink companies. A smart investor would make sure their portfolio is well diversified. A smart artist should do the same. Your investment of time, energy and money required to make your work should embolden you to never fully rely on one outlet for your success. It’s time to come up with multiple streams for promoting, exhibiting and selling your work. Use this time to gear up and create a strategy that will once again place you on a firm foundation. Force yourself to think of innovative ways that maybe you haven’t considered before. Take a look around. there are many artists already doing this. Start an online course or YouTube channel that you can monetize. Create a Patreon membership offering a service or product that is really valuable. Use Zoom to show you working in the studio and ask for a “Pay what You Want” donation. Create your own online exhibition or studio tour.

The point is stop relying on old systems to get you through this new landscape.

Okay, finances. I have always felt that a secondary source of income is a must have, especially for artists. Having that source of income not within the arts makes it a diversified income source.

You want to be recession proof.

Look around right now and assess what industries are actually thriving (or at least sustaining) during this time. I can think of a few. All indicators point to a flourishing online economy - like it or not. Get yourself a foothold online so that you can profit from this already burgeoning system. The beauty of it is, you can be online and remain independent. Another overlooked system is the most local one near you. What is working and what isn’t right now in your local landscape? How can you provide something that works here? No matter where you live, growing and providing food will always be in demand. Is there a way to use your creativity to profit from a local food system? What about a passive income source? Write an eBook and sell it. Use your art in new ways to earn for you. Create an awesome t-shirt with your own distinctive style! Passive income streams inside and outside of the arts are a viable source of secondary income.

Finally, keep your expenses low. (I’ll have more on this at a future date.)

5. Be of service

I know. You’re thinking, how can I help others when I am suffering myself? When times are tough and people come together, the world opens and the potential for opportunity is suddenly realized.

It’s important to get outside of yourself and help others.

When you do this, an interesting thing happens. You begin to problem solve for other people and it leads to new ways of thinking (mindset revamp) and new ways of doing. Be being unselfish, you start to see things in a new light, finding ways around a problem that perhaps you hadn’t considered before. Then, you start applying these to your OWN life. Amazing! I challenge you right now to use your art and your creative skills to find a way to serve your audience. When we help others we put into context our own problems and take on a larger perspective of how the world works. Always a useful tool.

6. Build your own thing

As old systems begin to crumble, the opportunity arises for you to create your own system. One that relies mostly on you and not on things out of your control. A stand of trees in the woods depends on each other. Yet, each tree has to have a strong root system and trunk in order to survive the worst of storms. Decide right now to rebuild your own foundation and be impervious to future crises. Creating a strategy and building your won system is something I focus on in my One to One coaching sessions. Begin with a website. If you already have one, do a total revamp and make sure that your website reflects the new you. Start to create your own community. Don’t just commiserate with other artists about how bad things are.

Be a part of the change that needs to happen.

What is lacking right now? Be the solution for it. You are smart and you are creative. Use these skills to change the problem rather than just succumbing to it.

7. Get the right kind of help

Reach outside of yourself for new information, new skills and new mentors. There is plenty of information online that can help you through. Or you can find someone you trust to help you with a strategy for the future. This will pass and we will get through it. You decide how that is going to happen.

If you want to take this further, here’s how I can help you: The Artist Essentials One on One Method.

In Summary:

What to do when art systems crumble:

Feel what you’re feeling.

Get in the right mindset.

Believe and Know that you will get through this.

Diversify your income and your strategy.

Be of service.

Build your own thing.

Get the help you need. Sign up for personal, tailored advice with The Artist Essentials Services.

[wuktui-blog]

Final Project: Business Plan Mastery Journal

Taking Executive leadership I learned about two types of leadership.  The one that most resonated with me is the teachings of John C. Maxwell.   Maxwell thinks of leaders as people who have positively great character traits.  This style of leadership fits my personality because I am a person who is constantly trying to better myself as a person and professional.  One lesson taught this month that I will take and apply to my daily life is “Priorities”.

I will use priorities to really construct my life in the way I feel the most important things are always taken care of.  A way to remember how important priorities are is to imagine you are juggling three balls.  The balls represent family life, health, and job; while 2 of them are made out of glass and one rubber.  A person has to realize that the job is rubber because it is replaceable; while family life and health are glass because if broken it cannot be replaced.  So it is important to focus on not dropping the fragile two balls.

Taking Business Storytelling and Brand Development I had some objectives in mind that I wanted to achieve.  First, I wanted to start a centralized social media account so I could manage my social media presence from one place.  Second, I wanted to develop a strategy that allows me to upload daily content to have fans become more engaged with my brand.  Lastly, I wanted to write a story (fiction/non-fiction) and be able to tell it to at least one person.

For the first two I was able to achieve my goals. Hootsuite.com is a great-centralized social media site that allows you to manage multiple platforms on one site.  Through finding Hootsuite I was able to schedule daily content to be released from my platforms every day for 6 months in advance.  The third objective is a work in progress because I am still developing a great story behind a brand I have been working on for this month.

What I have learned from this class is that creativity is a highly sought after skill.  I now know that it is essential to be able to use creativity in a pragmatic sense to develop a brand strategy.  A brand strategy is the way a business positions itself in a consumer’s brain.  It is very important to have great positioning with consumers because this is how they will view you.  With this new knowledge of brand development, I plan on thoroughly going over different avenues of presenting myself as Wuk the artist.

This will be key through my mastery journey because I can go only as far as the strength and integrity of my brand.  This class encourages me to continue learning about brand development by providing me with many resources that have information about companies who have tremendous success with brand strategies.

For Entertainment Business Finance I learned plenty of valuable information.  At first, I thought this course was going to be filled with dry information about how businesses in the entertainment industry handle finances, but this was not the case.  This course helped me tremendously in the area of personal finance as well as putting dollar values to my dream of being in the entertainment industry.  The Pro Forma assignment, as difficult as it was, was tremendously helpful to the fact that it really helped me see how to project and forecast how I see my business growing financially in the near future.  I never done anything of this sort and I believe it will serve as a huge benefit to my future endeavors.

The video “Unbroke” proved very beneficial to me for a personal finance.  The idea of saving a dollar a day for four months, then doubling for another four, and then upping it to five dollars for four months is a strategy I have implemented in my life.  With this method by the end of the year I would have one thousand dollars saved that I wouldn’t have otherwise.  The concept of the Time Value of Money has also helped.  Now when I look at money I look at it as how can it benefit me now or in the future?  I compare my options and decide on the best way to utilize my dollars.

This class has reshaped my financial thinking and given me a huge sense of financial awareness.  I will continue to strive to learn about business finance as I know that the more I knowledge I gain on this matter the better I will be with handling my business finances as well as personal finances.  I know feel equipped to better carry out my entertainment business dreams.

When I first came to Negotiations and Deal-Making I did not know what to expect.  I knew that I would be getting some negotiation strategies to take home and study.  This class had given me strategies and much more.  This class incorporated a different element than other classes with role-playing scenarios we had to act out. I quickly found that I really liked tis aspect of the class.  These scenarios forced me to exercise negotiation principles we had just covered during the class lecture.  Placing myself in these scenarios gave me a better idea of what happens during the negotiation process.  I didn’t just learn the BATNA’s were best alternative to a negotiated agreement, but I had to learn how to exercise this knowledge in a negotiation.  It was better to actually practice separating the problem from the people than just hearing about it during the lecture.

This dual style of lecture and application-based teaching was very helpful to me, and my journey as a master.  I will become a better implementer because of this course.   It’s not all about just learning new information, but finding different ways to apply what was learned in real life situations.  This skill of practically applying what I learned is one that I have to work on much harder.

This class has helped me to see that this practical way of learning is a new strategy that I will continue to assimilate to my everyday habits.  I have gained much insight from myself after completing negotiation and deal making.  I will use what I have learned to continue to hone in on my craft as a professional music artist.  I am very excited to see what is next in store for me, and my mastery journey.  I have not been disappointed so far, and don’t plan to be.

The information learned from Product and Artist Management was galvanizing. I knew I was going to receive information on how to manage products and artist effectively, but I didn’t expect that this type of knowledge is so critical and integral to my career progress.  This class has shifted my paradigm on the inner workings of the entertainment industry. The first takeaway from this class was on the topic of “Show Business”.  Show Business is the business of the show, and if you do not have a show then you just have an expensive hobby.  The purpose of the show is to make profitable income that is enough to sustain and/or fund the next show.  Understanding that the sole purpose of the industry is to make money really put my creative visions in to perspective.

I am now very attentive to the business aspects of my artistry. Doing research to find my target audience has become fun for me now.  The critical thinking required to answer such questions as: who is my target audience, has enabled me to dive deep into demographics and statistics to try to build a picture from data.  Knowing this information will help me be able to produce products that fit the lifestyle and culture of my fans, and also to help provide them with a memorable experience.

Mostly all companies today have turn to use the trend of providing customers a lifestyle and experience.  These concepts transcend to individual brands as well, and I plan on using this knowledge to leverage my own career elevation.  I really liked this course because of the laser like focus required to complete the assignments. Many times I would find myself just stepping away from the research to ponder and muse on the information read. This helped me creatively correlate the research data with each other.  I believe this class has provided me with the skills being a skilled market researcher.

Advanced Entertainment Law was a very eye-opening type of class. I came in wanting to gain awareness about the trends in entertainment law due to the fact that we are racing towards an exclusively digital age.  My awareness was not only increased, but I gained practical knowledge on how to conduct my business behind legal issues and liabilities. Along with increasing my awareness, I had the goals of re-watching RiP!: A Remix Manifesto, obtain a mechanical license, and create a song using the mechanical license.  I didn’t accomplish those goals, but I was able to receive information on the process of obtaining a license.

I also learned how to register my intellectual property under copyright and trademark registration.  These skills will prove to be invaluable to my career as I begin to monetize my content. This class has given me the mental connections of how the creative and legal worlds work together.

I really like the sample contracts that were presented in the class as well.  These contracts really helped me in understanding legal jargon, and also knowing when a contract is not in my best interest.  Certain terms like exposure will stick with me.  Knowing that whatever I do in the industry I should want to limit the exposure I face to legal liabilities is a core value I can stand on.  This class showed me the many ways a person or business could be sued, and also the many defenses I can use in the case I am presented with a lawsuit of my own. Knowing that the Fair-Use defense is a four part process is very helpful if I decide to create content that should fall under these reigns.  Overall, I am very satisfied with the knowledge and practical exercises that Advanced Entertainment Law offered me this month.

Entertainment Media Publishing and Distribution has proven to be a class that will serve me throughout my career as an artist.  My goals for this class was to gain the ability to safely monetize my creative content, start a YouTube channel, sign-up as a publisher with ASCAP, and have a song available for purchase on at least one major streaming site.

Since being in the class, I realized that publishing and distribution is more than just monetizing content.  I learned that, in order to sell creative content (movies, TV shows, games, books, music, or some new idea) you must convince a publisher to buy it.  The key word here is: convince.  Since I am making music, I would need to find an agent to shop my music because most publishing firms do not accept unsolicited material.  In order for me to obtain an agent I would need to draft a query letter. A query letters purpose is to convince an agent to listen to your work in the hopes they will shop it to potential publishing firms.  

I also learned about the history of musical licenses, and how it is integral in my financial growth as an artist.  I was able to complete my goals of gaining the ability to monetize my creative content, and starting a YouTube channel, but fell short of my other two goals.  I also learned how to render service to others in a way that leverages the notoriety of your brand.  Writing down a list of all my hot, warm and cold fans will help me target my brand strategies more effectively.  This class answered many unexpected questions I had, and also refined my knowledge of the entertainment industry.  I plan to use this knowledge to incorporate and execute a more practical career strategy.

Business Plan Development has proven to be a class that will serve me throughout my career as an artist.  My goals for this class were to gain the ability to start my personal business plan.  Since being in the class, I realized that business plan development is not as hard as I thought it would be.  I learned about a plethora of resources that will assist in the creation of my business plan.  These resources will prove helpful for assisting me in areas of my business plan that include: my company description, my target market, my competition, my marketing plan, my operational plan, my organizational chart, and financials of the company.   The hardest part of my business plan, I believe, would be finding my target market.  There are many factors that go into finding a company’s target market like knowing the market size, trends, and spending characteristics of customers.

The information about my company’s market size is a bit more concrete than the information about trends, and spending characteristics.  I believe information about trends and spending characteristics is a task that is better done through observation of customers as they do business with me.  Also, surveys are very helpful as well. So far I have achieved the goal I have set out for myself.  I am glad that I have a good understanding about my competitors as well.  It helps me put things into perspective about my place in the marketplace, and it assist me in setting my prices.  I also, have a good idea about the long-term plans I have for my company.

This business plan has given me clarity about the vision I have for my business, and also a newfound confidence in the success of my company. This class answered many unexpected questions I had, and also refined my knowledge of the entertainment industry.  I plan to use this knowledge to incorporate and execute a more practical career strategy.

[freewhispersmaker]

"The Importance of Social Media and Web Analytics" Please respond to the following: From the case study, assess the degree to which Salina Siu effectively used YouTube to develop customer loyalty. Appraise the success potential of at least two (2) other social media methods that Salina could use to promote her business. Justify your response. * From the scenario, prioritize the most significant components of a social media campaign according to the level of influence each could have on the new product launch. Examine both the social media tools that will provide the highest return on investment (ROI), and two (2) key performance indicators (KPIs) that one could use to measure success. Provide a rationale for your response. Welcome Student | Help | Sign Out Library CoursePack Contents Font Search this article Edit Notes Edit Settings Actions SALINABEAR: MONETIZING A YOUTUBE PROFILE Karen Robson prepared this case study under the supervision of Professors Michael Parent and Anjali Bal solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. As the eight millionth view started on her YouTube channel, Salina Siu put her scissors down and reflected on the amazing events of the past year. It was September 2012, and what had begun as a hobby a little over two years earlier had grown into a successful small business. Siu had started a YouTube channel, joined YouTube’s partner program, graduated from university and obtained an internship in social media in her hometown of Vancouver, Canada. All this from tutorials on how to creatively cut T-shirts! Siu’s YouTube channel, SalinaBear (http://www.youtube.com/salinabear), provided instructional videos on how to transform plain T-shirts into fashionable garments by carefully cutting them using only scissors — an apparently popular practice among teenage women. The high number of views led to Siu being accepted into YouTube’s Partner Program, whereby ads were placed next to her videos, and Siu shared in revenues resulting from either exposure to these ads or click-throughs on these ads. Siu was making good money, but not enough to replace a full-time job. Siu picked up her scissors and continued carefully cutting the neck seam on her latest project — transforming a man’s extra-large T-shirt into a trim woman’s tank top. As the blades moved effortlessly through the fabric, she thought about her options to transform the site into a bigger business that would provide enough income to warrant full-time employment. BACKGROUND Salina Siu Salina Siu, 23 years old, was part of a creative, artistic family. Her father, who enjoyed photography as a hobby, had first piqued her interested in drawing. Her mother had been a seamstress her whole life and sewed clothes part-time at home. When Siu was a young girl, her mother would ask her what new outfit she’d like her to make for her. At an early age, Siu had already started thinking like a fashion designer. She had also developed a taste for unique and custom garments. By her own admission, she had always been interested in arts and crafts: drawing, painting, photography and graphic design. Siu also pursued these interests professionally. She graduated with her bachelor’s degree in Business Administration in 2012 from the Beedie School of Business at Simon Fraser University in Vancouver, Canada, with concentrations in entrepreneurship and innovation and in marketing and a minor in publishing. Throughout her coursework, she also took electives from Simon Fraser’s School of Interactive Arts and Technology, including digital image design, graphic design and drawing as inquiry. In May 2010, she bought a T-shirt at the local mall that had been cut up in the back. It was the first time she had ever seen such a thing, and she was enthralled. She immediately tried to figure out how it had been done, even searching on YouTube for videos that might show her. She commented: The videos were OK, but they really didn’t show it clearly. The production quality was poor, and the instructions were incomplete and confusing. I felt frustrated, and never really got a clear understanding of how to cut T-shirts into these neat patterns. So, I just decided to do it myself. Through trial-and-error, and with some help from my Mom, I got the hang of it really fast! It’s actually pretty easy and straightforward once you get it! This epiphany motivated her to want to make better videos than the ones currently on YouTube. She saw an opportunity to help others, while also developing valuable video-creation and -editing skills and learning about YouTube — a fast-growing medium for her generation. As a marketing graduate, she also knew the value of research, so she started watching a large number of craft tutorial videos, not only for T-shirt cutting but for all sorts of arts and crafts. Siu said: I was especially inspired by Erica Domesek and her website “P.S. I Made This” (http://psimadethis.com). Erica created a blog that taught people how to reproduce brand-name styles. She went on to publish her own book and made numerous television appearances on shows like Martha Stewart’s. She had been featured in magazines like Teen Vogue, Glamour, Lucky and InStyle, and had partnered with big brands to style and design campaigns for the likes of Coke, Ford and Roxy. She had even hosted events with big brands like Kate Spade and Gap. She was a real inspiration to me, and I sought to reproduce her success in my own way. This research led Siu to conclude that clear, accessible content was the most critical success factor for tutorial videos. Specifically, she felt that an effective instructional video should include the following: • Clearly numbered steps throughout the video so that viewers could fast-forward and rewind easily • Showing of the end product at the beginning of the video so viewers can decide right away whether the tutorial is what they’re looking for. • Clear and appropriate camera angles that show the work being performed, as it was being performed (in other words, providing an overhead view of the cutting without using cutaways that revealed a miraculously perfect product) • Proper lighting • Clear and concise instructions • Showing of all the steps • A playful, fun atmosphere that made the task look easy and approachable Siu also decided that she would not only demonstrate but also act as the model in her videos (see Salina’s website at http://www.youtube.com/salinabear for examples of her videos). She believed doing so was important to establish her credibility and provided an opportunity to showcase her personality. As far as the name for her channel, she said: I chose SalinaBear for a few reasons. First of all, I wanted the channel to have my name in it so that viewers would know who I am, and how to spell my name, as it has an unusual spelling, with an a in the first syllable, not the usual e. I also wanted to create a brand that would be unique, easy to find on the Internet, playful and fun. Finally, the thought of a cute bear in the logo appealed to me, and I thought it’d appeal to other young women. Siu uploaded her first video to YouTube in June 2010. It showed viewers how to cut strips into a “V” shape on the back of a T-shirt using only scissors — no sewing or taping required (you can view the video on her website at http://www.youtube.com/watch?v=BbhC7hPFaLA&list=UUCYATxMpYZ4ayXG5NPxqQw&index=23). The 4-minute, 45-second video took her four hours to film and another four hours to edit before it was ready for posting. To promote the video, she shared it on craft and do-it-yourself (DIY) websites. A major boost in viewership occurred after one of these sites, CutOutAndKeep (http://ift.tt/MXhDtU) featured her video on its landing page. In fact, it remained on the landing page for one week and eventually was moved to CutOutAndKeep’s featured products page. It became SalinaBear’s most popular video, at more than 2.2 million views. In addition, some organizations and clubs gave Siu branded T-shirts for her to cut up in return for mentions in her videos. These organizations, in turn, promoted her work by distributing these videos to their networks. YouTube Chad Hurley, Steve Chen and Jawed Karim, all former employees of PayPal, founded YouTube in 2005. The site went live in Beta in May 2005, before the full-featured site was launched online later that year, in December. YouTube’s vision is “to give everyone a voice, to evolve video, and to make our partners and advertisers successful.”1 In October 2006, Google acquired YouTube for US$1.65 billion2. By January 2008, 10 hours of video were being uploaded to YouTube every minute; in October 2009, this rate increased to 15 hours of video per minute, and in March 2010, the rate had increased to 24 hours of video per minute. In 2012, YouTube was the world’s largest online video site, with roughly 72 hours of video being uploaded every minute, of which three hours per minute were being uploaded from mobile devices. YouTube began its Partner Program in December 2007. YouTube partners were content creators, and many of them were large media companies, such as Sony or Universal. Partners were able to upload videos of any length (i.e., they were not limited to 15 minutes) and were able to monetize their videos through ads or by making their videos available for rent. Partners were also offered more analytical tools to manage their sites. YouTube gave partners about 50 per cent of the revenue generated by ads on their sites, based on either cost per impressions (CPM) or cost per clicks (CPC), depending on the advertiser’s choice. Ads were placed in numerous spots on the partner’s website, at the top of the video, on the bottom of the video window or at the side. Up to three ads appeared on any one page. To become a partner, the site owners first needed to create an original video suitable for online streaming, and they needed to either own or have permission to use and monetize the video and audio content. Potential partners also needed to apply to YouTube to join the partnership program. YouTube considered how often videos were uploaded, how big their audience was and how many videos were in the potential partner’s library. YouTube had more than one million partners, with top-performing partners reputed to be making well over $100,000 per year. YouTube’s partnership agreement included a clause prohibiting partners from disclosing how much they actually earned from the partnership program, owing to the variety of factors that went into calculating compensation. However, an oft-cited estimate was $2 in earnings for every 1,000 views and $0.05 for every subscriber.3 HOW TO GET MORE THAN EIGHT MILLION VIEWS AND 47,000 SUBSCRIBERS As of September 2012, SalinaBear had 47,753 subscribers and 8,234,081 video views (an average of 10,000 unique views daily). Siu had created and posted 24 videos, and her work had received more than 5,000 comments, 28,000 likes and 1,300 dislikes. The website Social Blade tracked YouTube metrics, including those for Salina’s site (see http://ift.tt/2xqJEtA). Siu posted her first video on June 5, 2010, and she applied to be a YouTube Partner on June 15, 2010. As of June 28, she had 100 subscribers, and on June 29, YouTube approved her partnership application (see Exhibit 1). She received her first royalty cheque on November 24, 2010 (YouTube sent cheques when an account had amassed more than $100). Siu’s videos became increasingly sophisticated, while continuing to retain a light, whimsical tone. Siu also became more adept and efficient at creating the videos. They now took her about three hours to film and another three hours to edit. The videos all began with the SalinaBear logo. They then moved on to the tutorial. Some videos depicted very basic steps (e.g., how to cut a neck), while others were more complex. In some videos, she referred to earlier videos depicting these basic steps. Siu felt that three keys had led to her success: quality content, the building and nurturing of an audience and findability. Quality Content It was important for Siu to avoid mistakes that other videos had made, which is why she wanted to number the steps and explain and illustrate them clearly, using good lighting and a top view. She also believed it was important to show the finished product at the beginning of the video to give viewers an idea of what they were working toward. Finally, she believed she established her credibility by acting as both the model and creator in the videos. The response from viewers was enthusiastically positive, as attested to by the following comment, one of many on the website: oh my god. i’ve seen a ton of tutorials on weaving and this is by far the best i’ve ever seen lol. usually you can’t see what the hell the people are doing with what strings because they like to pick a black shirt or the camera is a weird angle or too far away. but i love how clean and simple your drawings are :). every step is shown and explained thoroughly :D. thank you so much! – MikoSubaru (February, 2012) Building and Nurturing an Audience “I feel a great deal of loyalty to my viewers,” Siu maintained. “They got me to where I am today, and their ongoing support has been crucial to SalinaBear’s success.” Siu kept close tabs on her viewership using YouTube’s extensive analytics (see Exhibit 2 for sample viewership data). It came as no surprise to her that the majority of the site’s views were from young women (90.2 per cent of her overall views were from women), mainly in the United States. However, it surprised her that a considerable number of views were from Mexico, the United Kingdom and the Philippines. During the first four months, she felt it was important to reply to all comments on the channel. However, it became too repetitive to thank everyone, so she limited her replies to more complicated questions. She also created an FAQ (frequently asked questions) video addressing popular topics. In April 2011, after hitting one million views, she created a special “thank you” video for her fans and followers. The growth in the site’s views was, at first, mainly organic, with very little effort on Siu’s part. In addition to having posted the videos on DIY sites, Siu had also posted them to her personal Facebook profile. She used the biography of her Twitter account (@salinasiu) to refer to SalinaBear. She created a Flickr account that displayed her T-shirts and encouraged fans to subscribe to her YouTube channel (http://ift.tt/2gWYXiH). She also used Pinterest (http://ift.tt/2xqfmHg). Out of her 20 boards on Pinterest, the board that had attracted the most engagement showed photos of her own designs and YouTube videos and T-shirts that others had cut up. Including designs by others on her Pinterest boards reflected Siu’s underlying belief that reciprocity was a big part of success in social media marketing efforts. She was also pleased that every time she logged into Pinterest, her recent repins and likes were mostly from strangers who had discovered her “Cut T-Shirt” pinboard. Findability Siu devoted considerable attention and energy to ensuring that interested viewers could find her site: she knew that it was not enough to have an interesting topic and well-made videos. After all, many good videos on the Internet were never discovered. Luckily for Siu, when she started her channel, only a handful of users were making T-shirt-cutting tutorials. Siu considered this topic to have little competition. Siu believed the other key findability factor was search engine optimization (SEO), which was improved through the use of keywords. She used targeted keywords in the videos’ titles. She used Google AdWords’ Keyword Tool to determine which keywords were most popular. The title of the video was especially important: Siu strived for a balance between being descriptive and enticing viewers. By responding to Comments, she created buzz around her videos, thus increasing the videos’ rating on the search results. CHALLENGES Imitation, far from being the sincerest form of flattery, was endemic on the web, especially on YouTube. Paradoxically, by helping people, Siu was also empowering them. Nothing prevented anyone else from either imitating or even bettering her. As such, her competition was essentially unbounded. Moreover, she believed that viewers expected instructional and informational videos to be free. After all, she herself had turned to YouTube after buying her first cut T-shirt! Consumers’ reluctance to pay for content constrained her options for the future of the site. In some ways, Siu wanted to transform SalinaBear into a full-time job and career. However, she felt she needed at least a tenfold increase in revenues to do so. She did have several options worth pursuing: she could charge for her videos via another platform; charge rent on her videos on YouTube; sell DIY kits; create a physical shop, and conduct in-person group or individual tutorials; and/or expand her brand, in much the way Erica Domesek had done, by developing a new line of tutorials focusing on nail art, jewellery or other crafts. Charging for Videos In early 2010, YouTube began experimenting with paid content — that is, having users pay for access to certain content; in this case, YouTube offered some select films from the Sundance Film Festival.4 This experiment eventually morphed into a product YouTube called YouTube Rentals,5 in Beta form, as of September 2012. More traditional sites, such as Blockbuster, Redbox and Netflix, also rented movies and television shows, as did Apple’s iTunes. However, these sites did not host instructional videos. Instructional video sites, such as TeacherTube, EduTube and Mylearningtube, hosted similar videos, but they were more school-focused, not hobby-focused. Finally, numerous arts and crafts sites, such as Martha Stewart’s and SimpleKidsCrafts, hosted DIY videos, but they were not paying sites. If Siu chose this path, she faced the challenge of either finding a suitable paying distribution channel for her videos or the daunting task of creating a pay channel of her own. DIY Kits Siu had also considered creating and selling DIY (do-it-yourself) kits. She pictured these kits to contain scissors, a ruler and a couple of T-shirts with dotted lines printed on them to instruct people where to cut. These kits would pair well with her existing videos, and promoting them on her videos would be easy, but she wondered whether people would buy them. One option was to sell them online, perhaps via Amazon.com, although yet another option was to develop a relationship with an existing retail chain. Such kits were popular with arts and crafts retailers, including the arts and crafts retail giant Michaels. She could also develop a tutorial book or a book of patterns, which she could sell in addition to or packaged with the DIY kits. Physical Shop Many viewers had asked Siu whether she gave in-person workshops or tutorials. So far, she had demurred. If these workshops and tutorials weren’t free, she felt that not enough people would be interested to make this option financially viable. She would also face the challenge of scaling the operation. However, she realized that could open a physical retail store, where she could both conduct tutorials and sell some of her creations. She’d been inspired by Hamburger Disco, a brand run by two of her friends, which had only sold products online until opening a pop-up store in Vancouver. Her friends had asked Siu to cut one of their T-shirts to promote their pop-up store; in return, Hamburger Disco cross-promoted the video she had created. Based on their experience, and on advice from others, she believed she’d need at least $10,000 to open a small store, buy inventory and run it for six months without a profit. Aside from the time and energy needed to establish a retail presence, she knew that the majority of her viewers and fans were located in the United States, and she wondered whether marketing her brand in her hometown would work. In addition, Siu also realized that running a physical retail store was vastly different from maintaining the online presence she had created. The skills required to run a store were not the skills she had developed as a video producer and on-air personality. Although the store option didn’t play to current her skills, interests and competencies, she acknowledged that it could be a necessary step in growing her brand. Brand Extension The last option was to branch out into other types of crafts, such as nail art or jewellery. Siu believed that she had created a strong brand presence on YouTube. Moreover, the SalinaBear brand name was sufficiently vague to allow for many other types of products, not just crafts. Siu wondered whether she could start small by choosing one or two categories to pursue, produce a few videos and then load them onto the SalinaBear site, or whether she should, instead, segment her products through separate YouTube channels (e.g., SalinaBear T’s for T-shirts and SalinaBear Jewels for jewellery. She wondered whether her audience would follow her and whether her personality was appealing enough to distinguish her from all the others on YouTube. Next Steps As her latest creation took shape, Siu reflected on her future and on her options. Life had suddenly become very busy, and she’d found herself posting a video apologizing to her subscribers for being away so long. She wondered whether SalinaBear was more than just a short-term experiment, and whether devoting her energy to growing the business would be a wise and profitable long-term move. Exhibit 1 TIMELINE TO FIRST YOUTUBE ROYALTY CHEQUE AND VIEWERSHIP NUMBERS Source: Salina Siu Exhibit 2 SELECTED YOUTUBE ANALYTICS DATA FOR SALINABEAR (JULY 2012) Source: Salina Siu 1 YouTube, “Frequently Asked Questions,” http://www.youtube.com/t/faq, accessed July 1, 2012. 2 All currency amounts shown are in U.S. dollars unless specified otherwise. 3 http://ift.tt/2gWP7xp, accessed July 1, 2012. 4 Jolie O’Dell,” YouTube Will Start Charging for Some Videos,” ReadWrite, January 20, 2010, http://ift.tt/2xqfoim, accessed July 1, 2012. 5 YouTube, “YouTube Rentals Beta,” http://www.youtube.com/t/youtube_rentals, accessed July 1, 2012. Copyright © 2012, Richard Ivey School of Business Foundation Version: 2012-12-19 Scroll down for the next article • Copy • Highlighting Toolbar Settings... • CoursePack Contents Page • Back (to article beginning) • Next Article • Last Article • Back • Forward • Reload • Stop MKT 500 Week 8 Scenario: Developing Social Media Campaigns for the New Product Launch Slide # Scene # Narration Slide 1 Scene 1 [Ed, Samantha – Ed’s Office] Ed and Samantha meet in the morning to discuss the next steps in the tablet PC launch. MKT500_8_1_Samantha-1: Good morning, Ed. How are you doing today? MKT500_8_1_Ed-1: Good morning, I’m doing quite well. What about yourself? MKT500_8_1_Samantha-2: Good, thanks. I’m really proud of the progress we’ve been making with our tablet launch, and I’m excited for the next steps. MKT500_8_1_Ed-2: I love your enthusiasm, Samantha! I spoke with Carl earlier. He said now that we have selected our advertising media and budget, we need to take a deeper look into social media. MKT500_8_1_Samantha-3: Yes, the enormity of today’s media choices—the Internet alone—makes it a wonderful time to be alive. Social media is at the cutting edge of this trend. MKT500_8_1_Ed-3: As we discussed, we can use social media as one of our main media outlets for advertising the new tablets. However, mobile marketing is growing because our cell phones are particularly convenient; they contain our identities and those of the people we talk to frequently. They are our portals to email, social media and networking sites, which are many people’s primary means of sharing information and entertainment. Interestingly enough, at the same time that electronic and information technologies are becoming more accessible and pervasive, traditional media are experiencing their own changes. Slide 2 Interaction Hover your mouse over each media to discover more information about the changes they are undergoing. Newspaper Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. Radio The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. TV Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is a facilitated when the segments of viewers are somewhat more homogeneous. MKT500_8_1_Ed-4: Hover your mouse over each type of media to discover more information about the changes they are undergoing. MKT500_8_1_Ed-4_Tab A: Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. MKT500_8_1_Ed-4_Tab B: The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. MKT500_8_1_Ed-4_Tab C: Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is facilitated when the segments of viewers are somewhat more homogeneous. Slide 3 Scene 1, cont. [Ed, Samantha – Ed’s Office] (Display social media graphic) MKT500_8_1_Samantha-3: Very interesting, Ed. I hadn’t realized the effects of social media on more traditional media types. MKT500_8_1_Ed-5: The other part of the “social media” story is its social, or human, element. Belonging to different communities and interacting with different people in our social roles is part of our identity. The most fundamental means of interaction is dialogue. In social media, customers have become participants in a dialogue with marketers or brands. Traditionally, customers had been mere recipients of one-way messages that had been shot out by marketers, but now customers have a means of talking back. For example, customers post positive endorsements about brands, and they also use the web to vent. I often vent on Facebook about restaurants where I have had a bad experience. MKT500_8_1_Samantha-4: (pointing to graphic of different types of social media) This is very true. Are there certain types of social media that you had in mind for our tablet launch? I have a Facebook account and use Twitter and Pinterest frequently, but I feel that using all of these might be overkill for our new tablet launch. MKT500_8_1_Ed-6: Well, there are a few sites that I believe will provide Golds Reling with very strong exposure during our initial launch. Let me show you this short video that discusses the advantages of using social media in our marketing campaign. Slide 4 Social Media Marketing in 3 Minutes Slide 5 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-5: Thanks for sharing that video, Ed. I understand better how social media helps connect companies to customers, and helps customers get to know, like, and trust companies better. MKT500_8_1_Ed-7: Yes. The key to a successful social media campaign is selecting a social media that creates good W.O.M. MKT500_8_1_Samantha-6: What is W.O.M.? MKT500_8_1_Ed-8: W.O.M. is Word-of-mouth. Word-of-mouth works on inherently exciting products like Golds Reling’s new tablet, and it also works where the notion of buzz marketing makes sense. Yet creative brand managers have launched clever ad campaigns that get talked about even for pretty mundane products, too; the key being that the product and the message are meaningful to the customer. MKT500_8_1_Samantha-7: Okay. You know, I learned in my classes at Strayer University that different social media combined create social networks. In social networks, there are some members that are more connected and influential than others. We need to leverage these interpersonal group dynamics, ideally locating the highly connected influential members, to induce their trial of our tablet, in turn initiating and propelling the diffusion process. MKT500_8_1_Ed-9: You’re right. To locate these influential members and get the word out about our tablet, we need to study how these potential consumers, or actors, are embedded in these networks to locate those that are relatively central. Centrality indices are computed for each actor in the network to describe the position of that actor relative to others in the network. The easiest and most common way to compute centrality is to count the number of connections each actor has with the others in the network. An index of degree centrality is derived for each actor—those with many links are said to be relatively central, and those with fewer links are more peripheral. In order to determine the degree of centrality for these consumers, we need to create several different accounts on various social media forums for Golds Reling. Strong centrality will be useful in creating buzz for our new tablets. MKT500_8_1_Samantha-8: Okay. We can start working on this right away. MKT500_8_1_Ed-10: First, though, let’s begin with answering the return of investments, or ROI, issues. As you know, Carl is always focused on the bottom line. MKT500_8_1_Samantha-9: What should we focus on in terms of ROI? MKT500_8_1_Ed-11: As with traditional media, we can begin to answer return on investment questions only if we know the goal that the marketing action was initially intended to achieve. Based on our goals, selecting the media and ROI measures are rather straightforward. When estimating ROI, which is really the efficiency of investments, the primary expenditures might not be media buys or explicit budgetary contributions so much as salary equivalents of people’s time allocations. We also need to consider KPIs. MKT500_8_1_Samantha-10: I know that KPIs are key performance indicators, but how do we identify KPIs for social media? MKT500_8_1_Ed-12: KPI’s for social media are analogous to traditional measures for advertising effectiveness. Specifically, marketers are always interested in quantifying reach, frequency, monetary value of customers, customers’ behaviors, attitudes, and memory, including recall and recognition. MKT500_8_1_Samantha-11: So, how can we determine the ROI and KPIs for our tablet? MKT500_8_1_Ed-13: I’m glad you asked this question, Samantha. A common way to determine ROI for social media is through conversation rate. This term refers to the true engagement for conversations in your social media communities. Conversations will be different depending on the network. For example, Facebook, YouTube, and blogs are focused on comments; however, Twitter is measured with mentions and hashtags. We, therefore, calculate the figures for each network, and calculate how many conversations took place about our company and products per post, tweet, or video submission. Another method we can use is viewability rate. This metric is a little harder to find on Twitter. However, for other networks and mediums such as Facebook, YouTube, and our blog, it is the total number of views or impressions per post. This is not as important as the conversation rate, but it is always satisfying to see how often your content is being looked at, and if no one is seeing it, then you better find a way to get users to view it! MKT500_8_1_Samantha-12: I see. Thank you for that explanation. Before we move on, let me check to make sure I understand what you are saying about KPIs. Slide 6 Check Your Understanding KPIs for social media are _________ traditional measures for advertising effectiveness. A) very different from B) analogous to C) opposite of D) inconsistent with Feedback: Incorrect A – very different from: KPI’s are very similar to traditional media. Correct B – analogous: KPI’s are very similar to traditional media. Incorrect C – opposite of: KPI’s are very similar to traditional media. Incorrect D – inconsistent with: KPI’s are very consistent with traditional media measurements. Slide 7 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-13: Great information, Ed, but can we go back to the word-of-mouth concept? How do we know consumers are talking about our new tablets on social media? How can we capture this and make it work for Golds Reling? MKT500_8_1_Ed-14: Word-of-mouth conversations and other customer-to-customer information flows have become a rich new source of consumer insights. There are two main categories for the ways in which consumers receive information about companies and their products: passive listening and active intervention. Slide 8 Interaction Click the tabs to learn more about passive listening in marketing. Passive Listening Research shows that a lot is learned from lurking, or web crawling, and scraping, all of which are examples of passive listening: Tab A - Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. Tab B - Companies use text analyses on Facebook to get a read on customer opinions about their brands. Tab C - Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. Tab D - Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. MKT500_8_1_Ed-15: Click the tabs to learn more about passive listening in marketing. MKT500_8_1_Ed-16: Passive Listening Research shows that a lot is learned from lurking, web crawling, and scraping, all of which are examples of passive listening: MKT500_8_1_Ed-16_Tab A: Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. MKT500_8_1_Ed-16_Tab B: Companies use text analyses on Facebook to get a read on customer opinions about their brands. MKT500_8_1_Ed-16¬_Tab C: Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. MKT500_8_1_Ed-16_Tab D: Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. Slide 9 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-14: Great information, Ed. What can you tell me about active interventions? Slide 10 Interaction Click the tabs to learn more about active interventions. Active Interventions Tab A - Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. Tab B - Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, new product description, etc. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. Tab C - A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation, as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. Tab D - GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. MKT500_8_1_Ed-17: Click the tabs to learn more about active interventions. Active Interventions MKT500_8_1_Ed-17_Tab A: Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. MKT500_8_1_Ed-17_Tab B: Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, featuring a new product description. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. MKT500_8_1_Ed-17_Tab C: A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. MKT500_8_1_Ed-17_Tab D: GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. Slide 11 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Ed-18: In general, social media pundits advise that any corporate postings or representations have to start by being interesting – otherwise, consumers won’t even read them! The content needs to be honest, not defensive, and not too “corporate”. There needs to be transparency to customers, employees, and stakeholders. Being transparent usually means being honest, building trust, and creating the opportunity for two-way dialog. Social media have sufficient variety and prevalence that they can be a tremendous marketing tool—if we can offer something that provides value to those customers, and reaches them in a way that matters to them. MKT500_8_1_Samantha-15: You’ve given me a lot of valuable information about social media, Ed. MKT500_8_1_Ed-19: I’m glad that you feel that way. Next, we can start by creating Golds Reling accounts for each of these social media applications. MKT500_8_1_Samantha-16: Well, since we already have a Facebook account, I can create a Twitter, Google Plus, and Pinterest account for Golds Reling. MKT500_8_1_Ed-20: Excellent. Let’s break for now, and then we can organize our information for Carl. Slide 12 Scene 2 [Ed, Samantha, Carl – Conference Room] Ed, Samantha, and Carl meet in the conference room to discuss the social media aspects of the product launch. MKT500_8_2_Carl-1: Good afternoon, Ed and Samantha. I saw you both looking very busy in Ed’s office earlier. I’m looking forward to hearing the information that you two have put together concerning social media marketing for our new tablets. MKT500_8_2_ Samantha-1: Yes, Ed and I have been very busy. We have analyzed and concluded some basic concepts. MKT500_8_2_Carl-2: And what would these be? MKT500_8_2_ Samantha-2: Social media are an abundant opportunity for Golds Reling. Social media provides a web-based means for customers to interact with friends and strangers by posting opinions, pictures, and videos. Social networks are the structures of interconnections among customers that propagate word-of-mouth. Networks can be drawn and analyzed, and the actors measured on indices of centrality to assist Golds Reling in finding opinion leaders and influential consumers. Our campaign would identify these actors within two months of launch and create great buzz for our new tablets. A great feature of social media is the measurement methods; these are ROI and KPIs, and they can be computed with the help of online analytics, as for any marketing effort. MKT500_8_2_Carl-3: Good points! Why do you believe that investing in advertising through social media would be the right decision for Golds Reling and our new tablet? MKT500_8_2_ Ed-1: Social media is a great way to generate repeat business and to attract new customers. Furthermore, the target market we have selected are big users of social media. Golds Reling already has a Facebook account, but we believe that creating accounts for Twitter, Google Plus, and Pinterest will really help boost the conversation rate, and, thereby, the word-of-mouth, for both our company as a whole as well as our new tablet. MKT500_8_2_ Samantha-3: Carl, by utilizing social media, we feel that Golds Reling is spending our advertising money wisely. MKT500_8_2_Carl-4: Ok, sounds like a good investment. Explain how we are going to measure this investment. MKT500_8_2_ Samantha-4: The key is to communicate the different features of our new tablet and to have consistency in the message we choose for social media. Measuring effectiveness will occur through KPI’s, recall, attitudes, click rates, and conversation and viewability rates from social media communications. MKT500_8_2_Carl-5: Excellent. I like what I’m hearing. Social media sounds perfect for generating buzz and word-of-mouth about our new tablet. I agree that Twitter, Google Plus, and Pinterest accounts for Golds Reling will be excellent additions to our existing Facebook account. Very nice work, both of you. Slide 13 Check Your Understanding What social media term refers to a set of actors (or nodes) and the relational ties that link them? A) Team B) Group C) Network D) Forum Incorrect A – Team: This is not the terminology used to describe relationships in social media. Incorrect B – Group: Although a group includes two or more people, this is not a part of the relational ties. Correct C – Social Network: A network is defined as the set of actors (or nodes) and the relational ties that link them. Actors may be customers, firms, brands, concepts, countries, etc. The connections between the actors are relational ties (or links). Ties can be symmetric or directional, and they can be binary or vary in strength. Incorrect D – Forum: Although this is a close description, it doesn’t explain the interaction experienced in social media. Slide 14 Scene 3 [Ed, Samantha – Hallway] MKT500_8_3_Samantha-1: Today was a highly informative day. Using social media for marketing can help us generate word-of-mouth about our tablet, especially if we are able to connect with the most influential members of social networks. MKT500_8_3_Ed-1: Absolutely. It will also help customers identify Golds Reling as a company they know, like and trust. 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The post “The Importance of Social Media and Web Analytics” Please respond to the following: From the case study, assess the degree to which Salina Siu effectively used YouTube to develop customer loyalty. Appraise the success potential of at least two (2) other social media methods that Salina could use to promote her business. Justify your response. * From the scenario, prioritize the most significant components of a social media campaign according to the level of influence each could have on the new product launch. Examine both the social media tools that will provide the highest return on investment (ROI), and two (2) key performance indicators (KPIs) that one could use to measure success. Provide a rationale for your response. Welcome Student | Help | Sign Out Library CoursePack Contents Font Search this article Edit Notes Edit Settings Actions SALINABEAR: MONETIZING A YOUTUBE PROFILE Karen Robson prepared this case study under the supervision of Professors Michael Parent and Anjali Bal solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. As the eight millionth view started on her YouTube channel, Salina Siu put her scissors down and reflected on the amazing events of the past year. It was September 2012, and what had begun as a hobby a little over two years earlier had grown into a successful small business. Siu had started a YouTube channel, joined YouTube’s partner program, graduated from university and obtained an internship in social media in her hometown of Vancouver, Canada. All this from tutorials on how to creatively cut T-shirts! Siu’s YouTube channel, SalinaBear (http://www.youtube.com/salinabear), provided instructional videos on how to transform plain T-shirts into fashionable garments by carefully cutting them using only scissors — an apparently popular practice among teenage women. The high number of views led to Siu being accepted into YouTube’s Partner Program, whereby ads were placed next to her videos, and Siu shared in revenues resulting from either exposure to these ads or click-throughs on these ads. Siu was making good money, but not enough to replace a full-time job. Siu picked up her scissors and continued carefully cutting the neck seam on her latest project — transforming a man’s extra-large T-shirt into a trim woman’s tank top. As the blades moved effortlessly through the fabric, she thought about her options to transform the site into a bigger business that would provide enough income to warrant full-time employment. BACKGROUND Salina Siu Salina Siu, 23 years old, was part of a creative, artistic family. Her father, who enjoyed photography as a hobby, had first piqued her interested in drawing. Her mother had been a seamstress her whole life and sewed clothes part-time at home. When Siu was a young girl, her mother would ask her what new outfit she’d like her to make for her. At an early age, Siu had already started thinking like a fashion designer. She had also developed a taste for unique and custom garments. By her own admission, she had always been interested in arts and crafts: drawing, painting, photography and graphic design. Siu also pursued these interests professionally. She graduated with her bachelor’s degree in Business Administration in 2012 from the Beedie School of Business at Simon Fraser University in Vancouver, Canada, with concentrations in entrepreneurship and innovation and in marketing and a minor in publishing. Throughout her coursework, she also took electives from Simon Fraser’s School of Interactive Arts and Technology, including digital image design, graphic design and drawing as inquiry. In May 2010, she bought a T-shirt at the local mall that had been cut up in the back. It was the first time she had ever seen such a thing, and she was enthralled. She immediately tried to figure out how it had been done, even searching on YouTube for videos that might show her. She commented: The videos were OK, but they really didn’t show it clearly. The production quality was poor, and the instructions were incomplete and confusing. I felt frustrated, and never really got a clear understanding of how to cut T-shirts into these neat patterns. So, I just decided to do it myself. Through trial-and-error, and with some help from my Mom, I got the hang of it really fast! It’s actually pretty easy and straightforward once you get it! This epiphany motivated her to want to make better videos than the ones currently on YouTube. She saw an opportunity to help others, while also developing valuable video-creation and -editing skills and learning about YouTube — a fast-growing medium for her generation. As a marketing graduate, she also knew the value of research, so she started watching a large number of craft tutorial videos, not only for T-shirt cutting but for all sorts of arts and crafts. Siu said: I was especially inspired by Erica Domesek and her website “P.S. I Made This” (http://psimadethis.com). Erica created a blog that taught people how to reproduce brand-name styles. She went on to publish her own book and made numerous television appearances on shows like Martha Stewart’s. She had been featured in magazines like Teen Vogue, Glamour, Lucky and InStyle, and had partnered with big brands to style and design campaigns for the likes of Coke, Ford and Roxy. She had even hosted events with big brands like Kate Spade and Gap. She was a real inspiration to me, and I sought to reproduce her success in my own way. This research led Siu to conclude that clear, accessible content was the most critical success factor for tutorial videos. Specifically, she felt that an effective instructional video should include the following: • Clearly numbered steps throughout the video so that viewers could fast-forward and rewind easily • Showing of the end product at the beginning of the video so viewers can decide right away whether the tutorial is what they’re looking for. • Clear and appropriate camera angles that show the work being performed, as it was being performed (in other words, providing an overhead view of the cutting without using cutaways that revealed a miraculously perfect product) • Proper lighting • Clear and concise instructions • Showing of all the steps • A playful, fun atmosphere that made the task look easy and approachable Siu also decided that she would not only demonstrate but also act as the model in her videos (see Salina’s website at http://www.youtube.com/salinabear for examples of her videos). She believed doing so was important to establish her credibility and provided an opportunity to showcase her personality. As far as the name for her channel, she said: I chose SalinaBear for a few reasons. First of all, I wanted the channel to have my name in it so that viewers would know who I am, and how to spell my name, as it has an unusual spelling, with an a in the first syllable, not the usual e. I also wanted to create a brand that would be unique, easy to find on the Internet, playful and fun. Finally, the thought of a cute bear in the logo appealed to me, and I thought it’d appeal to other young women. Siu uploaded her first video to YouTube in June 2010. It showed viewers how to cut strips into a “V” shape on the back of a T-shirt using only scissors — no sewing or taping required (you can view the video on her website at http://www.youtube.com/watch?v=BbhC7hPFaLA&list=UUCYATxMpYZ4ayXG5NPxqQw&index=23). The 4-minute, 45-second video took her four hours to film and another four hours to edit before it was ready for posting. To promote the video, she shared it on craft and do-it-yourself (DIY) websites. A major boost in viewership occurred after one of these sites, CutOutAndKeep (http://ift.tt/MXhDtU) featured her video on its landing page. In fact, it remained on the landing page for one week and eventually was moved to CutOutAndKeep’s featured products page. It became SalinaBear’s most popular video, at more than 2.2 million views. In addition, some organizations and clubs gave Siu branded T-shirts for her to cut up in return for mentions in her videos. These organizations, in turn, promoted her work by distributing these videos to their networks. YouTube Chad Hurley, Steve Chen and Jawed Karim, all former employees of PayPal, founded YouTube in 2005. The site went live in Beta in May 2005, before the full-featured site was launched online later that year, in December. YouTube’s vision is “to give everyone a voice, to evolve video, and to make our partners and advertisers successful.”1 In October 2006, Google acquired YouTube for US$1.65 billion2. By January 2008, 10 hours of video were being uploaded to YouTube every minute; in October 2009, this rate increased to 15 hours of video per minute, and in March 2010, the rate had increased to 24 hours of video per minute. In 2012, YouTube was the world’s largest online video site, with roughly 72 hours of video being uploaded every minute, of which three hours per minute were being uploaded from mobile devices. YouTube began its Partner Program in December 2007. YouTube partners were content creators, and many of them were large media companies, such as Sony or Universal. Partners were able to upload videos of any length (i.e., they were not limited to 15 minutes) and were able to monetize their videos through ads or by making their videos available for rent. Partners were also offered more analytical tools to manage their sites. YouTube gave partners about 50 per cent of the revenue generated by ads on their sites, based on either cost per impressions (CPM) or cost per clicks (CPC), depending on the advertiser’s choice. Ads were placed in numerous spots on the partner’s website, at the top of the video, on the bottom of the video window or at the side. Up to three ads appeared on any one page. To become a partner, the site owners first needed to create an original video suitable for online streaming, and they needed to either own or have permission to use and monetize the video and audio content. Potential partners also needed to apply to YouTube to join the partnership program. YouTube considered how often videos were uploaded, how big their audience was and how many videos were in the potential partner’s library. YouTube had more than one million partners, with top-performing partners reputed to be making well over $100,000 per year. YouTube’s partnership agreement included a clause prohibiting partners from disclosing how much they actually earned from the partnership program, owing to the variety of factors that went into calculating compensation. However, an oft-cited estimate was $2 in earnings for every 1,000 views and $0.05 for every subscriber.3 HOW TO GET MORE THAN EIGHT MILLION VIEWS AND 47,000 SUBSCRIBERS As of September 2012, SalinaBear had 47,753 subscribers and 8,234,081 video views (an average of 10,000 unique views daily). Siu had created and posted 24 videos, and her work had received more than 5,000 comments, 28,000 likes and 1,300 dislikes. The website Social Blade tracked YouTube metrics, including those for Salina’s site (see http://ift.tt/2xqJEtA). Siu posted her first video on June 5, 2010, and she applied to be a YouTube Partner on June 15, 2010. As of June 28, she had 100 subscribers, and on June 29, YouTube approved her partnership application (see Exhibit 1). She received her first royalty cheque on November 24, 2010 (YouTube sent cheques when an account had amassed more than $100). Siu’s videos became increasingly sophisticated, while continuing to retain a light, whimsical tone. Siu also became more adept and efficient at creating the videos. They now took her about three hours to film and another three hours to edit. The videos all began with the SalinaBear logo. They then moved on to the tutorial. Some videos depicted very basic steps (e.g., how to cut a neck), while others were more complex. In some videos, she referred to earlier videos depicting these basic steps. Siu felt that three keys had led to her success: quality content, the building and nurturing of an audience and findability. Quality Content It was important for Siu to avoid mistakes that other videos had made, which is why she wanted to number the steps and explain and illustrate them clearly, using good lighting and a top view. She also believed it was important to show the finished product at the beginning of the video to give viewers an idea of what they were working toward. Finally, she believed she established her credibility by acting as both the model and creator in the videos. The response from viewers was enthusiastically positive, as attested to by the following comment, one of many on the website: oh my god. i’ve seen a ton of tutorials on weaving and this is by far the best i’ve ever seen lol. usually you can’t see what the hell the people are doing with what strings because they like to pick a black shirt or the camera is a weird angle or too far away. but i love how clean and simple your drawings are :). every step is shown and explained thoroughly :D. thank you so much! – MikoSubaru (February, 2012) Building and Nurturing an Audience “I feel a great deal of loyalty to my viewers,” Siu maintained. “They got me to where I am today, and their ongoing support has been crucial to SalinaBear’s success.” Siu kept close tabs on her viewership using YouTube’s extensive analytics (see Exhibit 2 for sample viewership data). It came as no surprise to her that the majority of the site’s views were from young women (90.2 per cent of her overall views were from women), mainly in the United States. However, it surprised her that a considerable number of views were from Mexico, the United Kingdom and the Philippines. During the first four months, she felt it was important to reply to all comments on the channel. However, it became too repetitive to thank everyone, so she limited her replies to more complicated questions. She also created an FAQ (frequently asked questions) video addressing popular topics. In April 2011, after hitting one million views, she created a special “thank you” video for her fans and followers. The growth in the site’s views was, at first, mainly organic, with very little effort on Siu’s part. In addition to having posted the videos on DIY sites, Siu had also posted them to her personal Facebook profile. She used the biography of her Twitter account (@salinasiu) to refer to SalinaBear. She created a Flickr account that displayed her T-shirts and encouraged fans to subscribe to her YouTube channel (http://ift.tt/2gWYXiH). She also used Pinterest (http://ift.tt/2xqfmHg). Out of her 20 boards on Pinterest, the board that had attracted the most engagement showed photos of her own designs and YouTube videos and T-shirts that others had cut up. Including designs by others on her Pinterest boards reflected Siu’s underlying belief that reciprocity was a big part of success in social media marketing efforts. She was also pleased that every time she logged into Pinterest, her recent repins and likes were mostly from strangers who had discovered her “Cut T-Shirt” pinboard. Findability Siu devoted considerable attention and energy to ensuring that interested viewers could find her site: she knew that it was not enough to have an interesting topic and well-made videos. After all, many good videos on the Internet were never discovered. Luckily for Siu, when she started her channel, only a handful of users were making T-shirt-cutting tutorials. Siu considered this topic to have little competition. Siu believed the other key findability factor was search engine optimization (SEO), which was improved through the use of keywords. She used targeted keywords in the videos’ titles. She used Google AdWords’ Keyword Tool to determine which keywords were most popular. The title of the video was especially important: Siu strived for a balance between being descriptive and enticing viewers. By responding to Comments, she created buzz around her videos, thus increasing the videos’ rating on the search results. CHALLENGES Imitation, far from being the sincerest form of flattery, was endemic on the web, especially on YouTube. Paradoxically, by helping people, Siu was also empowering them. Nothing prevented anyone else from either imitating or even bettering her. As such, her competition was essentially unbounded. Moreover, she believed that viewers expected instructional and informational videos to be free. After all, she herself had turned to YouTube after buying her first cut T-shirt! Consumers’ reluctance to pay for content constrained her options for the future of the site. In some ways, Siu wanted to transform SalinaBear into a full-time job and career. However, she felt she needed at least a tenfold increase in revenues to do so. She did have several options worth pursuing: she could charge for her videos via another platform; charge rent on her videos on YouTube; sell DIY kits; create a physical shop, and conduct in-person group or individual tutorials; and/or expand her brand, in much the way Erica Domesek had done, by developing a new line of tutorials focusing on nail art, jewellery or other crafts. Charging for Videos In early 2010, YouTube began experimenting with paid content — that is, having users pay for access to certain content; in this case, YouTube offered some select films from the Sundance Film Festival.4 This experiment eventually morphed into a product YouTube called YouTube Rentals,5 in Beta form, as of September 2012. More traditional sites, such as Blockbuster, Redbox and Netflix, also rented movies and television shows, as did Apple’s iTunes. However, these sites did not host instructional videos. Instructional video sites, such as TeacherTube, EduTube and Mylearningtube, hosted similar videos, but they were more school-focused, not hobby-focused. Finally, numerous arts and crafts sites, such as Martha Stewart’s and SimpleKidsCrafts, hosted DIY videos, but they were not paying sites. If Siu chose this path, she faced the challenge of either finding a suitable paying distribution channel for her videos or the daunting task of creating a pay channel of her own. DIY Kits Siu had also considered creating and selling DIY (do-it-yourself) kits. She pictured these kits to contain scissors, a ruler and a couple of T-shirts with dotted lines printed on them to instruct people where to cut. These kits would pair well with her existing videos, and promoting them on her videos would be easy, but she wondered whether people would buy them. One option was to sell them online, perhaps via Amazon.com, although yet another option was to develop a relationship with an existing retail chain. Such kits were popular with arts and crafts retailers, including the arts and crafts retail giant Michaels. She could also develop a tutorial book or a book of patterns, which she could sell in addition to or packaged with the DIY kits. Physical Shop Many viewers had asked Siu whether she gave in-person workshops or tutorials. So far, she had demurred. If these workshops and tutorials weren’t free, she felt that not enough people would be interested to make this option financially viable. She would also face the challenge of scaling the operation. However, she realized that could open a physical retail store, where she could both conduct tutorials and sell some of her creations. She’d been inspired by Hamburger Disco, a brand run by two of her friends, which had only sold products online until opening a pop-up store in Vancouver. Her friends had asked Siu to cut one of their T-shirts to promote their pop-up store; in return, Hamburger Disco cross-promoted the video she had created. Based on their experience, and on advice from others, she believed she’d need at least $10,000 to open a small store, buy inventory and run it for six months without a profit. Aside from the time and energy needed to establish a retail presence, she knew that the majority of her viewers and fans were located in the United States, and she wondered whether marketing her brand in her hometown would work. In addition, Siu also realized that running a physical retail store was vastly different from maintaining the online presence she had created. The skills required to run a store were not the skills she had developed as a video producer and on-air personality. Although the store option didn’t play to current her skills, interests and competencies, she acknowledged that it could be a necessary step in growing her brand. Brand Extension The last option was to branch out into other types of crafts, such as nail art or jewellery. Siu believed that she had created a strong brand presence on YouTube. Moreover, the SalinaBear brand name was sufficiently vague to allow for many other types of products, not just crafts. Siu wondered whether she could start small by choosing one or two categories to pursue, produce a few videos and then load them onto the SalinaBear site, or whether she should, instead, segment her products through separate YouTube channels (e.g., SalinaBear T’s for T-shirts and SalinaBear Jewels for jewellery. She wondered whether her audience would follow her and whether her personality was appealing enough to distinguish her from all the others on YouTube. Next Steps As her latest creation took shape, Siu reflected on her future and on her options. Life had suddenly become very busy, and she’d found herself posting a video apologizing to her subscribers for being away so long. She wondered whether SalinaBear was more than just a short-term experiment, and whether devoting her energy to growing the business would be a wise and profitable long-term move. Exhibit 1 TIMELINE TO FIRST YOUTUBE ROYALTY CHEQUE AND VIEWERSHIP NUMBERS Source: Salina Siu Exhibit 2 SELECTED YOUTUBE ANALYTICS DATA FOR SALINABEAR (JULY 2012) Source: Salina Siu 1 YouTube, “Frequently Asked Questions,” http://www.youtube.com/t/faq, accessed July 1, 2012. 2 All currency amounts shown are in U.S. dollars unless specified otherwise. 3 http://ift.tt/2gWP7xp, accessed July 1, 2012. 4 Jolie O’Dell,” YouTube Will Start Charging for Some Videos,” ReadWrite, January 20, 2010, http://ift.tt/2xqfoim, accessed July 1, 2012. 5 YouTube, “YouTube Rentals Beta,” http://www.youtube.com/t/youtube_rentals, accessed July 1, 2012. Copyright © 2012, Richard Ivey School of Business Foundation Version: 2012-12-19 Scroll down for the next article • Copy • Highlighting Toolbar Settings… • CoursePack Contents Page • Back (to article beginning) • Next Article • Last Article • Back • Forward • Reload • Stop MKT 500 Week 8 Scenario: Developing Social Media Campaigns for the New Product Launch Slide # Scene # Narration Slide 1 Scene 1 [Ed, Samantha – Ed’s Office] Ed and Samantha meet in the morning to discuss the next steps in the tablet PC launch. MKT500_8_1_Samantha-1: Good morning, Ed. How are you doing today? MKT500_8_1_Ed-1: Good morning, I’m doing quite well. What about yourself? MKT500_8_1_Samantha-2: Good, thanks. I’m really proud of the progress we’ve been making with our tablet launch, and I’m excited for the next steps. MKT500_8_1_Ed-2: I love your enthusiasm, Samantha! I spoke with Carl earlier. He said now that we have selected our advertising media and budget, we need to take a deeper look into social media. MKT500_8_1_Samantha-3: Yes, the enormity of today’s media choices—the Internet alone—makes it a wonderful time to be alive. Social media is at the cutting edge of this trend. MKT500_8_1_Ed-3: As we discussed, we can use social media as one of our main media outlets for advertising the new tablets. However, mobile marketing is growing because our cell phones are particularly convenient; they contain our identities and those of the people we talk to frequently. They are our portals to email, social media and networking sites, which are many people’s primary means of sharing information and entertainment. Interestingly enough, at the same time that electronic and information technologies are becoming more accessible and pervasive, traditional media are experiencing their own changes. Slide 2 Interaction Hover your mouse over each media to discover more information about the changes they are undergoing. Newspaper Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. Radio The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. TV Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is a facilitated when the segments of viewers are somewhat more homogeneous. MKT500_8_1_Ed-4: Hover your mouse over each type of media to discover more information about the changes they are undergoing. MKT500_8_1_Ed-4_Tab A: Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. MKT500_8_1_Ed-4_Tab B: The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. MKT500_8_1_Ed-4_Tab C: Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is facilitated when the segments of viewers are somewhat more homogeneous. Slide 3 Scene 1, cont. [Ed, Samantha – Ed’s Office] (Display social media graphic) MKT500_8_1_Samantha-3: Very interesting, Ed. I hadn’t realized the effects of social media on more traditional media types. MKT500_8_1_Ed-5: The other part of the “social media” story is its social, or human, element. Belonging to different communities and interacting with different people in our social roles is part of our identity. The most fundamental means of interaction is dialogue. In social media, customers have become participants in a dialogue with marketers or brands. Traditionally, customers had been mere recipients of one-way messages that had been shot out by marketers, but now customers have a means of talking back. For example, customers post positive endorsements about brands, and they also use the web to vent. I often vent on Facebook about restaurants where I have had a bad experience. MKT500_8_1_Samantha-4: (pointing to graphic of different types of social media) This is very true. Are there certain types of social media that you had in mind for our tablet launch? I have a Facebook account and use Twitter and Pinterest frequently, but I feel that using all of these might be overkill for our new tablet launch. MKT500_8_1_Ed-6: Well, there are a few sites that I believe will provide Golds Reling with very strong exposure during our initial launch. Let me show you this short video that discusses the advantages of using social media in our marketing campaign. Slide 4 Social Media Marketing in 3 Minutes http://www.youtube.com/watch?v=gza8dvN8Hkc Slide 5 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-5: Thanks for sharing that video, Ed. I understand better how social media helps connect companies to customers, and helps customers get to know, like, and trust companies better. MKT500_8_1_Ed-7: Yes. The key to a successful social media campaign is selecting a social media that creates good W.O.M. MKT500_8_1_Samantha-6: What is W.O.M.? MKT500_8_1_Ed-8: W.O.M. is Word-of-mouth. Word-of-mouth works on inherently exciting products like Golds Reling’s new tablet, and it also works where the notion of buzz marketing makes sense. Yet creative brand managers have launched clever ad campaigns that get talked about even for pretty mundane products, too; the key being that the product and the message are meaningful to the customer. MKT500_8_1_Samantha-7: Okay. You know, I learned in my classes at Strayer University that different social media combined create social networks. In social networks, there are some members that are more connected and influential than others. We need to leverage these interpersonal group dynamics, ideally locating the highly connected influential members, to induce their trial of our tablet, in turn initiating and propelling the diffusion process. MKT500_8_1_Ed-9: You’re right. To locate these influential members and get the word out about our tablet, we need to study how these potential consumers, or actors, are embedded in these networks to locate those that are relatively central. Centrality indices are computed for each actor in the network to describe the position of that actor relative to others in the network. The easiest and most common way to compute centrality is to count the number of connections each actor has with the others in the network. An index of degree centrality is derived for each actor—those with many links are said to be relatively central, and those with fewer links are more peripheral. In order to determine the degree of centrality for these consumers, we need to create several different accounts on various social media forums for Golds Reling. Strong centrality will be useful in creating buzz for our new tablets. MKT500_8_1_Samantha-8: Okay. We can start working on this right away. MKT500_8_1_Ed-10: First, though, let’s begin with answering the return of investments, or ROI, issues. As you know, Carl is always focused on the bottom line. MKT500_8_1_Samantha-9: What should we focus on in terms of ROI? MKT500_8_1_Ed-11: As with traditional media, we can begin to answer return on investment questions only if we know the goal that the marketing action was initially intended to achieve. Based on our goals, selecting the media and ROI measures are rather straightforward. When estimating ROI, which is really the efficiency of investments, the primary expenditures might not be media buys or explicit budgetary contributions so much as salary equivalents of people’s time allocations. We also need to consider KPIs. MKT500_8_1_Samantha-10: I know that KPIs are key performance indicators, but how do we identify KPIs for social media? MKT500_8_1_Ed-12: KPI’s for social media are analogous to traditional measures for advertising effectiveness. Specifically, marketers are always interested in quantifying reach, frequency, monetary value of customers, customers’ behaviors, attitudes, and memory, including recall and recognition. MKT500_8_1_Samantha-11: So, how can we determine the ROI and KPIs for our tablet? MKT500_8_1_Ed-13: I’m glad you asked this question, Samantha. A common way to determine ROI for social media is through conversation rate. This term refers to the true engagement for conversations in your social media communities. Conversations will be different depending on the network. For example, Facebook, YouTube, and blogs are focused on comments; however, Twitter is measured with mentions and hashtags. We, therefore, calculate the figures for each network, and calculate how many conversations took place about our company and products per post, tweet, or video submission. Another method we can use is viewability rate. This metric is a little harder to find on Twitter. However, for other networks and mediums such as Facebook, YouTube, and our blog, it is the total number of views or impressions per post. This is not as important as the conversation rate, but it is always satisfying to see how often your content is being looked at, and if no one is seeing it, then you better find a way to get users to view it! MKT500_8_1_Samantha-12: I see. Thank you for that explanation. Before we move on, let me check to make sure I understand what you are saying about KPIs. Slide 6 Check Your Understanding KPIs for social media are _________ traditional measures for advertising effectiveness. A) very different from B) analogous to C) opposite of D) inconsistent with Feedback: Incorrect A – very different from: KPI’s are very similar to traditional media. Correct B – analogous: KPI’s are very similar to traditional media. Incorrect C – opposite of: KPI’s are very similar to traditional media. Incorrect D – inconsistent with: KPI’s are very consistent with traditional media measurements. Slide 7 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-13: Great information, Ed, but can we go back to the word-of-mouth concept? How do we know consumers are talking about our new tablets on social media? How can we capture this and make it work for Golds Reling? MKT500_8_1_Ed-14: Word-of-mouth conversations and other customer-to-customer information flows have become a rich new source of consumer insights. There are two main categories for the ways in which consumers receive information about companies and their products: passive listening and active intervention. Slide 8 Interaction Click the tabs to learn more about passive listening in marketing. Passive Listening Research shows that a lot is learned from lurking, or web crawling, and scraping, all of which are examples of passive listening: Tab A – Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. Tab B – Companies use text analyses on Facebook to get a read on customer opinions about their brands. Tab C – Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. Tab D – Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. MKT500_8_1_Ed-15: Click the tabs to learn more about passive listening in marketing. MKT500_8_1_Ed-16: Passive Listening Research shows that a lot is learned from lurking, web crawling, and scraping, all of which are examples of passive listening: MKT500_8_1_Ed-16_Tab A: Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. MKT500_8_1_Ed-16_Tab B: Companies use text analyses on Facebook to get a read on customer opinions about their brands. MKT500_8_1_Ed-16¬_Tab C: Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. MKT500_8_1_Ed-16_Tab D: Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. Slide 9 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-14: Great information, Ed. What can you tell me about active interventions? Slide 10 Interaction Click the tabs to learn more about active interventions. Active Interventions Tab A – Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. Tab B – Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, new product description, etc. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. Tab C – A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation, as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. Tab D – GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. MKT500_8_1_Ed-17: Click the tabs to learn more about active interventions. Active Interventions MKT500_8_1_Ed-17_Tab A: Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. MKT500_8_1_Ed-17_Tab B: Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, featuring a new product description. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. MKT500_8_1_Ed-17_Tab C: A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. MKT500_8_1_Ed-17_Tab D: GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. Slide 11 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Ed-18: In general, social media pundits advise that any corporate postings or representations have to start by being interesting – otherwise, consumers won’t even read them! The content needs to be honest, not defensive, and not too “corporate”. There needs to be transparency to customers, employees, and stakeholders. Being transparent usually means being honest, building trust, and creating the opportunity for two-way dialog. Social media have sufficient variety and prevalence that they can be a tremendous marketing tool—if we can offer something that provides value to those customers, and reaches them in a way that matters to them. MKT500_8_1_Samantha-15: You’ve given me a lot of valuable information about social media, Ed. MKT500_8_1_Ed-19: I’m glad that you feel that way. Next, we can start by creating Golds Reling accounts for each of these social media applications. MKT500_8_1_Samantha-16: Well, since we already have a Facebook account, I can create a Twitter, Google Plus, and Pinterest account for Golds Reling. MKT500_8_1_Ed-20: Excellent. Let’s break for now, and then we can organize our information for Carl. Slide 12 Scene 2 [Ed, Samantha, Carl – Conference Room] Ed, Samantha, and Carl meet in the conference room to discuss the social media aspects of the product launch. MKT500_8_2_Carl-1: Good afternoon, Ed and Samantha. I saw you both looking very busy in Ed’s office earlier. I’m looking forward to hearing the information that you two have put together concerning social media marketing for our new tablets. MKT500_8_2_ Samantha-1: Yes, Ed and I have been very busy. We have analyzed and concluded some basic concepts. MKT500_8_2_Carl-2: And what would these be? MKT500_8_2_ Samantha-2: Social media are an abundant opportunity for Golds Reling. Social media provides a web-based means for customers to interact with friends and strangers by posting opinions, pictures, and videos. Social networks are the structures of interconnections among customers that propagate word-of-mouth. Networks can be drawn and analyzed, and the actors measured on indices of centrality to assist Golds Reling in finding opinion leaders and influential consumers. Our campaign would identify these actors within two months of launch and create great buzz for our new tablets. A great feature of social media is the measurement methods; these are ROI and KPIs, and they can be computed with the help of online analytics, as for any marketing effort. MKT500_8_2_Carl-3: Good points! Why do you believe that investing in advertising through social media would be the right decision for Golds Reling and our new tablet? MKT500_8_2_ Ed-1: Social media is a great way to generate repeat business and to attract new customers. Furthermore, the target market we have selected are big users of social media. Golds Reling already has a Facebook account, but we believe that creating accounts for Twitter, Google Plus, and Pinterest will really help boost the conversation rate, and, thereby, the word-of-mouth, for both our company as a whole as well as our new tablet. MKT500_8_2_ Samantha-3: Carl, by utilizing social media, we feel that Golds Reling is spending our advertising money wisely. MKT500_8_2_Carl-4: Ok, sounds like a good investment. Explain how we are going to measure this investment. MKT500_8_2_ Samantha-4: The key is to communicate the different features of our new tablet and to have consistency in the message we choose for social media. Measuring effectiveness will occur through KPI’s, recall, attitudes, click rates, and conversation and viewability rates from social media communications. MKT500_8_2_Carl-5: Excellent. I like what I’m hearing. Social media sounds perfect for generating buzz and word-of-mouth about our new tablet. I agree that Twitter, Google Plus, and Pinterest accounts for Golds Reling will be excellent additions to our existing Facebook account. Very nice work, both of you. Slide 13 Check Your Understanding What social media term refers to a set of actors (or nodes) and the relational ties that link them? A) Team B) Group C) Network D) Forum Incorrect A – Team: This is not the terminology used to describe relationships in social media. Incorrect B – Group: Although a group includes two or more people, this is not a part of the relational ties. Correct C – Social Network: A network is defined as the set of actors (or nodes) and the relational ties that link them. Actors may be customers, firms, brands, concepts, countries, etc. The connections between the actors are relational ties (or links). Ties can be symmetric or directional, and they can be binary or vary in strength. Incorrect D – Forum: Although this is a close description, it doesn’t explain the interaction experienced in social media. Slide 14 Scene 3 [Ed, Samantha – Hallway] MKT500_8_3_Samantha-1: Today was a highly informative day. Using social media for marketing can help us generate word-of-mouth about our tablet, especially if we are able to connect with the most influential members of social networks. MKT500_8_3_Ed-1: Absolutely. It will also help customers identify Golds Reling as a company they know, like and trust. 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“The Importance of Social Media and Web Analytics” Please respond to the following: From the case study, assess the degree to which Salina Siu effectively used YouTube to develop customer loyalty. Appraise the success potential of at least two (2) other social media methods that Salina could use to promote her business. Justify your response. * From the scenario, prioritize the most significant components of a social media campaign according to the level of influence each could have on the new product launch. Examine both the social media tools that will provide the highest return on investment (ROI), and two (2) key performance indicators (KPIs) that one could use to measure success. Provide a rationale for your response. Welcome Student | Help | Sign Out Library CoursePack Contents Font Search this article Edit Notes Edit Settings Actions SALINABEAR: MONETIZING A YOUTUBE PROFILE Karen Robson prepared this case study under the supervision of Professors Michael Parent and Anjali Bal solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. As the eight millionth view started on her YouTube channel, Salina Siu put her scissors down and reflected on the amazing events of the past year. It was September 2012, and what had begun as a hobby a little over two years earlier had grown into a successful small business. Siu had started a YouTube channel, joined YouTube’s partner program, graduated from university and obtained an internship in social media in her hometown of Vancouver, Canada. All this from tutorials on how to creatively cut T-shirts! Siu’s YouTube channel, SalinaBear (http://www.youtube.com/salinabear), provided instructional videos on how to transform plain T-shirts into fashionable garments by carefully cutting them using only scissors — an apparently popular practice among teenage women. The high number of views led to Siu being accepted into YouTube’s Partner Program, whereby ads were placed next to her videos, and Siu shared in revenues resulting from either exposure to these ads or click-throughs on these ads. Siu was making good money, but not enough to replace a full-time job. Siu picked up her scissors and continued carefully cutting the neck seam on her latest project — transforming a man’s extra-large T-shirt into a trim woman’s tank top. As the blades moved effortlessly through the fabric, she thought about her options to transform the site into a bigger business that would provide enough income to warrant full-time employment. BACKGROUND Salina Siu Salina Siu, 23 years old, was part of a creative, artistic family. Her father, who enjoyed photography as a hobby, had first piqued her interested in drawing. Her mother had been a seamstress her whole life and sewed clothes part-time at home. When Siu was a young girl, her mother would ask her what new outfit she’d like her to make for her. At an early age, Siu had already started thinking like a fashion designer. She had also developed a taste for unique and custom garments. By her own admission, she had always been interested in arts and crafts: drawing, painting, photography and graphic design. Siu also pursued these interests professionally. She graduated with her bachelor’s degree in Business Administration in 2012 from the Beedie School of Business at Simon Fraser University in Vancouver, Canada, with concentrations in entrepreneurship and innovation and in marketing and a minor in publishing. Throughout her coursework, she also took electives from Simon Fraser’s School of Interactive Arts and Technology, including digital image design, graphic design and drawing as inquiry. In May 2010, she bought a T-shirt at the local mall that had been cut up in the back. It was the first time she had ever seen such a thing, and she was enthralled. She immediately tried to figure out how it had been done, even searching on YouTube for videos that might show her. She commented: The videos were OK, but they really didn’t show it clearly. The production quality was poor, and the instructions were incomplete and confusing. I felt frustrated, and never really got a clear understanding of how to cut T-shirts into these neat patterns. So, I just decided to do it myself. Through trial-and-error, and with some help from my Mom, I got the hang of it really fast! It’s actually pretty easy and straightforward once you get it! This epiphany motivated her to want to make better videos than the ones currently on YouTube. She saw an opportunity to help others, while also developing valuable video-creation and -editing skills and learning about YouTube — a fast-growing medium for her generation. As a marketing graduate, she also knew the value of research, so she started watching a large number of craft tutorial videos, not only for T-shirt cutting but for all sorts of arts and crafts. Siu said: I was especially inspired by Erica Domesek and her website “P.S. I Made This” (http://psimadethis.com). Erica created a blog that taught people how to reproduce brand-name styles. She went on to publish her own book and made numerous television appearances on shows like Martha Stewart’s. She had been featured in magazines like Teen Vogue, Glamour, Lucky and InStyle, and had partnered with big brands to style and design campaigns for the likes of Coke, Ford and Roxy. She had even hosted events with big brands like Kate Spade and Gap. She was a real inspiration to me, and I sought to reproduce her success in my own way. This research led Siu to conclude that clear, accessible content was the most critical success factor for tutorial videos. Specifically, she felt that an effective instructional video should include the following: • Clearly numbered steps throughout the video so that viewers could fast-forward and rewind easily • Showing of the end product at the beginning of the video so viewers can decide right away whether the tutorial is what they’re looking for. • Clear and appropriate camera angles that show the work being performed, as it was being performed (in other words, providing an overhead view of the cutting without using cutaways that revealed a miraculously perfect product) • Proper lighting • Clear and concise instructions • Showing of all the steps • A playful, fun atmosphere that made the task look easy and approachable Siu also decided that she would not only demonstrate but also act as the model in her videos (see Salina’s website at http://www.youtube.com/salinabear for examples of her videos). She believed doing so was important to establish her credibility and provided an opportunity to showcase her personality. As far as the name for her channel, she said: I chose SalinaBear for a few reasons. First of all, I wanted the channel to have my name in it so that viewers would know who I am, and how to spell my name, as it has an unusual spelling, with an a in the first syllable, not the usual e. I also wanted to create a brand that would be unique, easy to find on the Internet, playful and fun. Finally, the thought of a cute bear in the logo appealed to me, and I thought it’d appeal to other young women. Siu uploaded her first video to YouTube in June 2010. It showed viewers how to cut strips into a “V” shape on the back of a T-shirt using only scissors — no sewing or taping required (you can view the video on her website at http://www.youtube.com/watch?v=BbhC7hPFaLA&list=UUCYATxMpYZ4ayXG5NPxqQw&index=23). The 4-minute, 45-second video took her four hours to film and another four hours to edit before it was ready for posting. To promote the video, she shared it on craft and do-it-yourself (DIY) websites. A major boost in viewership occurred after one of these sites, CutOutAndKeep (http://ift.tt/MXhDtU) featured her video on its landing page. In fact, it remained on the landing page for one week and eventually was moved to CutOutAndKeep’s featured products page. It became SalinaBear’s most popular video, at more than 2.2 million views. In addition, some organizations and clubs gave Siu branded T-shirts for her to cut up in return for mentions in her videos. These organizations, in turn, promoted her work by distributing these videos to their networks. YouTube Chad Hurley, Steve Chen and Jawed Karim, all former employees of PayPal, founded YouTube in 2005. The site went live in Beta in May 2005, before the full-featured site was launched online later that year, in December. YouTube’s vision is “to give everyone a voice, to evolve video, and to make our partners and advertisers successful.”1 In October 2006, Google acquired YouTube for US$1.65 billion2. By January 2008, 10 hours of video were being uploaded to YouTube every minute; in October 2009, this rate increased to 15 hours of video per minute, and in March 2010, the rate had increased to 24 hours of video per minute. In 2012, YouTube was the world’s largest online video site, with roughly 72 hours of video being uploaded every minute, of which three hours per minute were being uploaded from mobile devices. YouTube began its Partner Program in December 2007. YouTube partners were content creators, and many of them were large media companies, such as Sony or Universal. Partners were able to upload videos of any length (i.e., they were not limited to 15 minutes) and were able to monetize their videos through ads or by making their videos available for rent. Partners were also offered more analytical tools to manage their sites. YouTube gave partners about 50 per cent of the revenue generated by ads on their sites, based on either cost per impressions (CPM) or cost per clicks (CPC), depending on the advertiser’s choice. Ads were placed in numerous spots on the partner’s website, at the top of the video, on the bottom of the video window or at the side. Up to three ads appeared on any one page. To become a partner, the site owners first needed to create an original video suitable for online streaming, and they needed to either own or have permission to use and monetize the video and audio content. Potential partners also needed to apply to YouTube to join the partnership program. YouTube considered how often videos were uploaded, how big their audience was and how many videos were in the potential partner’s library. YouTube had more than one million partners, with top-performing partners reputed to be making well over $100,000 per year. YouTube’s partnership agreement included a clause prohibiting partners from disclosing how much they actually earned from the partnership program, owing to the variety of factors that went into calculating compensation. However, an oft-cited estimate was $2 in earnings for every 1,000 views and $0.05 for every subscriber.3 HOW TO GET MORE THAN EIGHT MILLION VIEWS AND 47,000 SUBSCRIBERS As of September 2012, SalinaBear had 47,753 subscribers and 8,234,081 video views (an average of 10,000 unique views daily). Siu had created and posted 24 videos, and her work had received more than 5,000 comments, 28,000 likes and 1,300 dislikes. The website Social Blade tracked YouTube metrics, including those for Salina’s site (see http://ift.tt/2xqJEtA). Siu posted her first video on June 5, 2010, and she applied to be a YouTube Partner on June 15, 2010. As of June 28, she had 100 subscribers, and on June 29, YouTube approved her partnership application (see Exhibit 1). She received her first royalty cheque on November 24, 2010 (YouTube sent cheques when an account had amassed more than $100). Siu’s videos became increasingly sophisticated, while continuing to retain a light, whimsical tone. Siu also became more adept and efficient at creating the videos. They now took her about three hours to film and another three hours to edit. The videos all began with the SalinaBear logo. They then moved on to the tutorial. Some videos depicted very basic steps (e.g., how to cut a neck), while others were more complex. In some videos, she referred to earlier videos depicting these basic steps. Siu felt that three keys had led to her success: quality content, the building and nurturing of an audience and findability. Quality Content It was important for Siu to avoid mistakes that other videos had made, which is why she wanted to number the steps and explain and illustrate them clearly, using good lighting and a top view. She also believed it was important to show the finished product at the beginning of the video to give viewers an idea of what they were working toward. Finally, she believed she established her credibility by acting as both the model and creator in the videos. The response from viewers was enthusiastically positive, as attested to by the following comment, one of many on the website: oh my god. i’ve seen a ton of tutorials on weaving and this is by far the best i’ve ever seen lol. usually you can’t see what the hell the people are doing with what strings because they like to pick a black shirt or the camera is a weird angle or too far away. but i love how clean and simple your drawings are :). every step is shown and explained thoroughly :D. thank you so much! – MikoSubaru (February, 2012) Building and Nurturing an Audience “I feel a great deal of loyalty to my viewers,” Siu maintained. “They got me to where I am today, and their ongoing support has been crucial to SalinaBear’s success.” Siu kept close tabs on her viewership using YouTube’s extensive analytics (see Exhibit 2 for sample viewership data). It came as no surprise to her that the majority of the site’s views were from young women (90.2 per cent of her overall views were from women), mainly in the United States. However, it surprised her that a considerable number of views were from Mexico, the United Kingdom and the Philippines. During the first four months, she felt it was important to reply to all comments on the channel. However, it became too repetitive to thank everyone, so she limited her replies to more complicated questions. She also created an FAQ (frequently asked questions) video addressing popular topics. In April 2011, after hitting one million views, she created a special “thank you” video for her fans and followers. The growth in the site’s views was, at first, mainly organic, with very little effort on Siu’s part. In addition to having posted the videos on DIY sites, Siu had also posted them to her personal Facebook profile. She used the biography of her Twitter account (@salinasiu) to refer to SalinaBear. She created a Flickr account that displayed her T-shirts and encouraged fans to subscribe to her YouTube channel (http://ift.tt/2gWYXiH). She also used Pinterest (http://ift.tt/2xqfmHg). Out of her 20 boards on Pinterest, the board that had attracted the most engagement showed photos of her own designs and YouTube videos and T-shirts that others had cut up. Including designs by others on her Pinterest boards reflected Siu’s underlying belief that reciprocity was a big part of success in social media marketing efforts. She was also pleased that every time she logged into Pinterest, her recent repins and likes were mostly from strangers who had discovered her “Cut T-Shirt” pinboard. Findability Siu devoted considerable attention and energy to ensuring that interested viewers could find her site: she knew that it was not enough to have an interesting topic and well-made videos. After all, many good videos on the Internet were never discovered. Luckily for Siu, when she started her channel, only a handful of users were making T-shirt-cutting tutorials. Siu considered this topic to have little competition. Siu believed the other key findability factor was search engine optimization (SEO), which was improved through the use of keywords. She used targeted keywords in the videos’ titles. She used Google AdWords’ Keyword Tool to determine which keywords were most popular. The title of the video was especially important: Siu strived for a balance between being descriptive and enticing viewers. By responding to Comments, she created buzz around her videos, thus increasing the videos’ rating on the search results. CHALLENGES Imitation, far from being the sincerest form of flattery, was endemic on the web, especially on YouTube. Paradoxically, by helping people, Siu was also empowering them. Nothing prevented anyone else from either imitating or even bettering her. As such, her competition was essentially unbounded. Moreover, she believed that viewers expected instructional and informational videos to be free. After all, she herself had turned to YouTube after buying her first cut T-shirt! Consumers’ reluctance to pay for content constrained her options for the future of the site. In some ways, Siu wanted to transform SalinaBear into a full-time job and career. However, she felt she needed at least a tenfold increase in revenues to do so. She did have several options worth pursuing: she could charge for her videos via another platform; charge rent on her videos on YouTube; sell DIY kits; create a physical shop, and conduct in-person group or individual tutorials; and/or expand her brand, in much the way Erica Domesek had done, by developing a new line of tutorials focusing on nail art, jewellery or other crafts. Charging for Videos In early 2010, YouTube began experimenting with paid content — that is, having users pay for access to certain content; in this case, YouTube offered some select films from the Sundance Film Festival.4 This experiment eventually morphed into a product YouTube called YouTube Rentals,5 in Beta form, as of September 2012. More traditional sites, such as Blockbuster, Redbox and Netflix, also rented movies and television shows, as did Apple’s iTunes. However, these sites did not host instructional videos. Instructional video sites, such as TeacherTube, EduTube and Mylearningtube, hosted similar videos, but they were more school-focused, not hobby-focused. Finally, numerous arts and crafts sites, such as Martha Stewart’s and SimpleKidsCrafts, hosted DIY videos, but they were not paying sites. If Siu chose this path, she faced the challenge of either finding a suitable paying distribution channel for her videos or the daunting task of creating a pay channel of her own. DIY Kits Siu had also considered creating and selling DIY (do-it-yourself) kits. She pictured these kits to contain scissors, a ruler and a couple of T-shirts with dotted lines printed on them to instruct people where to cut. These kits would pair well with her existing videos, and promoting them on her videos would be easy, but she wondered whether people would buy them. One option was to sell them online, perhaps via Amazon.com, although yet another option was to develop a relationship with an existing retail chain. Such kits were popular with arts and crafts retailers, including the arts and crafts retail giant Michaels. She could also develop a tutorial book or a book of patterns, which she could sell in addition to or packaged with the DIY kits. Physical Shop Many viewers had asked Siu whether she gave in-person workshops or tutorials. So far, she had demurred. If these workshops and tutorials weren’t free, she felt that not enough people would be interested to make this option financially viable. She would also face the challenge of scaling the operation. However, she realized that could open a physical retail store, where she could both conduct tutorials and sell some of her creations. She’d been inspired by Hamburger Disco, a brand run by two of her friends, which had only sold products online until opening a pop-up store in Vancouver. Her friends had asked Siu to cut one of their T-shirts to promote their pop-up store; in return, Hamburger Disco cross-promoted the video she had created. Based on their experience, and on advice from others, she believed she’d need at least $10,000 to open a small store, buy inventory and run it for six months without a profit. Aside from the time and energy needed to establish a retail presence, she knew that the majority of her viewers and fans were located in the United States, and she wondered whether marketing her brand in her hometown would work. In addition, Siu also realized that running a physical retail store was vastly different from maintaining the online presence she had created. The skills required to run a store were not the skills she had developed as a video producer and on-air personality. Although the store option didn’t play to current her skills, interests and competencies, she acknowledged that it could be a necessary step in growing her brand. Brand Extension The last option was to branch out into other types of crafts, such as nail art or jewellery. Siu believed that she had created a strong brand presence on YouTube. Moreover, the SalinaBear brand name was sufficiently vague to allow for many other types of products, not just crafts. Siu wondered whether she could start small by choosing one or two categories to pursue, produce a few videos and then load them onto the SalinaBear site, or whether she should, instead, segment her products through separate YouTube channels (e.g., SalinaBear T’s for T-shirts and SalinaBear Jewels for jewellery. She wondered whether her audience would follow her and whether her personality was appealing enough to distinguish her from all the others on YouTube. Next Steps As her latest creation took shape, Siu reflected on her future and on her options. Life had suddenly become very busy, and she’d found herself posting a video apologizing to her subscribers for being away so long. She wondered whether SalinaBear was more than just a short-term experiment, and whether devoting her energy to growing the business would be a wise and profitable long-term move. Exhibit 1 TIMELINE TO FIRST YOUTUBE ROYALTY CHEQUE AND VIEWERSHIP NUMBERS Source: Salina Siu Exhibit 2 SELECTED YOUTUBE ANALYTICS DATA FOR SALINABEAR (JULY 2012) Source: Salina Siu 1 YouTube, “Frequently Asked Questions,” http://www.youtube.com/t/faq, accessed July 1, 2012. 2 All currency amounts shown are in U.S. dollars unless specified otherwise. 3 http://ift.tt/2gWP7xp, accessed July 1, 2012. 4 Jolie O’Dell,” YouTube Will Start Charging for Some Videos,” ReadWrite, January 20, 2010, http://ift.tt/2xqfoim, accessed July 1, 2012. 5 YouTube, “YouTube Rentals Beta,” http://www.youtube.com/t/youtube_rentals, accessed July 1, 2012. Copyright © 2012, Richard Ivey School of Business Foundation Version: 2012-12-19 Scroll down for the next article • Copy • Highlighting Toolbar Settings… • CoursePack Contents Page • Back (to article beginning) • Next Article • Last Article • Back • Forward • Reload • Stop MKT 500 Week 8 Scenario: Developing Social Media Campaigns for the New Product Launch Slide # Scene # Narration Slide 1 Scene 1 [Ed, Samantha – Ed’s Office] Ed and Samantha meet in the morning to discuss the next steps in the tablet PC launch. MKT500_8_1_Samantha-1: Good morning, Ed. How are you doing today? MKT500_8_1_Ed-1: Good morning, I’m doing quite well. What about yourself? MKT500_8_1_Samantha-2: Good, thanks. I’m really proud of the progress we’ve been making with our tablet launch, and I’m excited for the next steps. MKT500_8_1_Ed-2: I love your enthusiasm, Samantha! I spoke with Carl earlier. He said now that we have selected our advertising media and budget, we need to take a deeper look into social media. MKT500_8_1_Samantha-3: Yes, the enormity of today’s media choices—the Internet alone—makes it a wonderful time to be alive. Social media is at the cutting edge of this trend. MKT500_8_1_Ed-3: As we discussed, we can use social media as one of our main media outlets for advertising the new tablets. However, mobile marketing is growing because our cell phones are particularly convenient; they contain our identities and those of the people we talk to frequently. They are our portals to email, social media and networking sites, which are many people’s primary means of sharing information and entertainment. Interestingly enough, at the same time that electronic and information technologies are becoming more accessible and pervasive, traditional media are experiencing their own changes. Slide 2 Interaction Hover your mouse over each media to discover more information about the changes they are undergoing. Newspaper Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. Radio The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. TV Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is a facilitated when the segments of viewers are somewhat more homogeneous. MKT500_8_1_Ed-4: Hover your mouse over each type of media to discover more information about the changes they are undergoing. MKT500_8_1_Ed-4_Tab A: Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. MKT500_8_1_Ed-4_Tab B: The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. MKT500_8_1_Ed-4_Tab C: Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is facilitated when the segments of viewers are somewhat more homogeneous. Slide 3 Scene 1, cont. [Ed, Samantha – Ed’s Office] (Display social media graphic) MKT500_8_1_Samantha-3: Very interesting, Ed. I hadn’t realized the effects of social media on more traditional media types. MKT500_8_1_Ed-5: The other part of the “social media” story is its social, or human, element. Belonging to different communities and interacting with different people in our social roles is part of our identity. The most fundamental means of interaction is dialogue. In social media, customers have become participants in a dialogue with marketers or brands. Traditionally, customers had been mere recipients of one-way messages that had been shot out by marketers, but now customers have a means of talking back. For example, customers post positive endorsements about brands, and they also use the web to vent. I often vent on Facebook about restaurants where I have had a bad experience. MKT500_8_1_Samantha-4: (pointing to graphic of different types of social media) This is very true. Are there certain types of social media that you had in mind for our tablet launch? I have a Facebook account and use Twitter and Pinterest frequently, but I feel that using all of these might be overkill for our new tablet launch. MKT500_8_1_Ed-6: Well, there are a few sites that I believe will provide Golds Reling with very strong exposure during our initial launch. Let me show you this short video that discusses the advantages of using social media in our marketing campaign. Slide 4 Social Media Marketing in 3 Minutes http://www.youtube.com/watch?v=gza8dvN8Hkc Slide 5 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-5: Thanks for sharing that video, Ed. I understand better how social media helps connect companies to customers, and helps customers get to know, like, and trust companies better. MKT500_8_1_Ed-7: Yes. The key to a successful social media campaign is selecting a social media that creates good W.O.M. MKT500_8_1_Samantha-6: What is W.O.M.? MKT500_8_1_Ed-8: W.O.M. is Word-of-mouth. Word-of-mouth works on inherently exciting products like Golds Reling’s new tablet, and it also works where the notion of buzz marketing makes sense. Yet creative brand managers have launched clever ad campaigns that get talked about even for pretty mundane products, too; the key being that the product and the message are meaningful to the customer. MKT500_8_1_Samantha-7: Okay. You know, I learned in my classes at Strayer University that different social media combined create social networks. In social networks, there are some members that are more connected and influential than others. We need to leverage these interpersonal group dynamics, ideally locating the highly connected influential members, to induce their trial of our tablet, in turn initiating and propelling the diffusion process. MKT500_8_1_Ed-9: You’re right. To locate these influential members and get the word out about our tablet, we need to study how these potential consumers, or actors, are embedded in these networks to locate those that are relatively central. Centrality indices are computed for each actor in the network to describe the position of that actor relative to others in the network. The easiest and most common way to compute centrality is to count the number of connections each actor has with the others in the network. An index of degree centrality is derived for each actor—those with many links are said to be relatively central, and those with fewer links are more peripheral. In order to determine the degree of centrality for these consumers, we need to create several different accounts on various social media forums for Golds Reling. Strong centrality will be useful in creating buzz for our new tablets. MKT500_8_1_Samantha-8: Okay. We can start working on this right away. MKT500_8_1_Ed-10: First, though, let’s begin with answering the return of investments, or ROI, issues. As you know, Carl is always focused on the bottom line. MKT500_8_1_Samantha-9: What should we focus on in terms of ROI? MKT500_8_1_Ed-11: As with traditional media, we can begin to answer return on investment questions only if we know the goal that the marketing action was initially intended to achieve. Based on our goals, selecting the media and ROI measures are rather straightforward. When estimating ROI, which is really the efficiency of investments, the primary expenditures might not be media buys or explicit budgetary contributions so much as salary equivalents of people’s time allocations. We also need to consider KPIs. MKT500_8_1_Samantha-10: I know that KPIs are key performance indicators, but how do we identify KPIs for social media? MKT500_8_1_Ed-12: KPI’s for social media are analogous to traditional measures for advertising effectiveness. Specifically, marketers are always interested in quantifying reach, frequency, monetary value of customers, customers’ behaviors, attitudes, and memory, including recall and recognition. MKT500_8_1_Samantha-11: So, how can we determine the ROI and KPIs for our tablet? MKT500_8_1_Ed-13: I’m glad you asked this question, Samantha. A common way to determine ROI for social media is through conversation rate. This term refers to the true engagement for conversations in your social media communities. Conversations will be different depending on the network. For example, Facebook, YouTube, and blogs are focused on comments; however, Twitter is measured with mentions and hashtags. We, therefore, calculate the figures for each network, and calculate how many conversations took place about our company and products per post, tweet, or video submission. Another method we can use is viewability rate. This metric is a little harder to find on Twitter. However, for other networks and mediums such as Facebook, YouTube, and our blog, it is the total number of views or impressions per post. This is not as important as the conversation rate, but it is always satisfying to see how often your content is being looked at, and if no one is seeing it, then you better find a way to get users to view it! MKT500_8_1_Samantha-12: I see. Thank you for that explanation. Before we move on, let me check to make sure I understand what you are saying about KPIs. Slide 6 Check Your Understanding KPIs for social media are _________ traditional measures for advertising effectiveness. A) very different from B) analogous to C) opposite of D) inconsistent with Feedback: Incorrect A – very different from: KPI’s are very similar to traditional media. Correct B – analogous: KPI’s are very similar to traditional media. Incorrect C – opposite of: KPI’s are very similar to traditional media. Incorrect D – inconsistent with: KPI’s are very consistent with traditional media measurements. Slide 7 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-13: Great information, Ed, but can we go back to the word-of-mouth concept? How do we know consumers are talking about our new tablets on social media? How can we capture this and make it work for Golds Reling? MKT500_8_1_Ed-14: Word-of-mouth conversations and other customer-to-customer information flows have become a rich new source of consumer insights. There are two main categories for the ways in which consumers receive information about companies and their products: passive listening and active intervention. Slide 8 Interaction Click the tabs to learn more about passive listening in marketing. Passive Listening Research shows that a lot is learned from lurking, or web crawling, and scraping, all of which are examples of passive listening: Tab A – Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. Tab B – Companies use text analyses on Facebook to get a read on customer opinions about their brands. Tab C – Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. Tab D – Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. MKT500_8_1_Ed-15: Click the tabs to learn more about passive listening in marketing. MKT500_8_1_Ed-16: Passive Listening Research shows that a lot is learned from lurking, web crawling, and scraping, all of which are examples of passive listening: MKT500_8_1_Ed-16_Tab A: Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. MKT500_8_1_Ed-16_Tab B: Companies use text analyses on Facebook to get a read on customer opinions about their brands. MKT500_8_1_Ed-16¬_Tab C: Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. MKT500_8_1_Ed-16_Tab D: Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. Slide 9 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-14: Great information, Ed. What can you tell me about active interventions? Slide 10 Interaction Click the tabs to learn more about active interventions. Active Interventions Tab A – Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. Tab B – Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, new product description, etc. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. Tab C – A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation, as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. Tab D – GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. MKT500_8_1_Ed-17: Click the tabs to learn more about active interventions. Active Interventions MKT500_8_1_Ed-17_Tab A: Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. MKT500_8_1_Ed-17_Tab B: Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, featuring a new product description. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. MKT500_8_1_Ed-17_Tab C: A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. MKT500_8_1_Ed-17_Tab D: GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. Slide 11 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Ed-18: In general, social media pundits advise that any corporate postings or representations have to start by being interesting – otherwise, consumers won’t even read them! The content needs to be honest, not defensive, and not too “corporate”. There needs to be transparency to customers, employees, and stakeholders. Being transparent usually means being honest, building trust, and creating the opportunity for two-way dialog. Social media have sufficient variety and prevalence that they can be a tremendous marketing tool—if we can offer something that provides value to those customers, and reaches them in a way that matters to them. MKT500_8_1_Samantha-15: You’ve given me a lot of valuable information about social media, Ed. MKT500_8_1_Ed-19: I’m glad that you feel that way. Next, we can start by creating Golds Reling accounts for each of these social media applications. MKT500_8_1_Samantha-16: Well, since we already have a Facebook account, I can create a Twitter, Google Plus, and Pinterest account for Golds Reling. MKT500_8_1_Ed-20: Excellent. Let’s break for now, and then we can organize our information for Carl. Slide 12 Scene 2 [Ed, Samantha, Carl – Conference Room] Ed, Samantha, and Carl meet in the conference room to discuss the social media aspects of the product launch. MKT500_8_2_Carl-1: Good afternoon, Ed and Samantha. I saw you both looking very busy in Ed’s office earlier. I’m looking forward to hearing the information that you two have put together concerning social media marketing for our new tablets. MKT500_8_2_ Samantha-1: Yes, Ed and I have been very busy. We have analyzed and concluded some basic concepts. MKT500_8_2_Carl-2: And what would these be? MKT500_8_2_ Samantha-2: Social media are an abundant opportunity for Golds Reling. Social media provides a web-based means for customers to interact with friends and strangers by posting opinions, pictures, and videos. Social networks are the structures of interconnections among customers that propagate word-of-mouth. Networks can be drawn and analyzed, and the actors measured on indices of centrality to assist Golds Reling in finding opinion leaders and influential consumers. Our campaign would identify these actors within two months of launch and create great buzz for our new tablets. A great feature of social media is the measurement methods; these are ROI and KPIs, and they can be computed with the help of online analytics, as for any marketing effort. MKT500_8_2_Carl-3: Good points! Why do you believe that investing in advertising through social media would be the right decision for Golds Reling and our new tablet? MKT500_8_2_ Ed-1: Social media is a great way to generate repeat business and to attract new customers. Furthermore, the target market we have selected are big users of social media. Golds Reling already has a Facebook account, but we believe that creating accounts for Twitter, Google Plus, and Pinterest will really help boost the conversation rate, and, thereby, the word-of-mouth, for both our company as a whole as well as our new tablet. MKT500_8_2_ Samantha-3: Carl, by utilizing social media, we feel that Golds Reling is spending our advertising money wisely. MKT500_8_2_Carl-4: Ok, sounds like a good investment. Explain how we are going to measure this investment. MKT500_8_2_ Samantha-4: The key is to communicate the different features of our new tablet and to have consistency in the message we choose for social media. Measuring effectiveness will occur through KPI’s, recall, attitudes, click rates, and conversation and viewability rates from social media communications. MKT500_8_2_Carl-5: Excellent. I like what I’m hearing. Social media sounds perfect for generating buzz and word-of-mouth about our new tablet. I agree that Twitter, Google Plus, and Pinterest accounts for Golds Reling will be excellent additions to our existing Facebook account. Very nice work, both of you. Slide 13 Check Your Understanding What social media term refers to a set of actors (or nodes) and the relational ties that link them? A) Team B) Group C) Network D) Forum Incorrect A – Team: This is not the terminology used to describe relationships in social media. Incorrect B – Group: Although a group includes two or more people, this is not a part of the relational ties. Correct C – Social Network: A network is defined as the set of actors (or nodes) and the relational ties that link them. Actors may be customers, firms, brands, concepts, countries, etc. The connections between the actors are relational ties (or links). Ties can be symmetric or directional, and they can be binary or vary in strength. Incorrect D – Forum: Although this is a close description, it doesn’t explain the interaction experienced in social media. Slide 14 Scene 3 [Ed, Samantha – Hallway] MKT500_8_3_Samantha-1: Today was a highly informative day. Using social media for marketing can help us generate word-of-mouth about our tablet, especially if we are able to connect with the most influential members of social networks. MKT500_8_3_Ed-1: Absolutely. It will also help customers identify Golds Reling as a company they know, like and trust. Don’t forget to complete the e-Activity and particip

"The Importance of Social Media and Web Analytics" Please respond to the following: From the case study, assess the degree to which Salina Siu effectively used YouTube to develop customer loyalty. Appraise the success potential of at least two (2) other social media methods that Salina could use to promote her business. Justify your response. * From the scenario, prioritize the most significant components of a social media campaign according to the level of influence each could have on the new product launch. Examine both the social media tools that will provide the highest return on investment (ROI), and two (2) key performance indicators (KPIs) that one could use to measure success. Provide a rationale for your response. Welcome Student | Help | Sign Out Library CoursePack Contents Font Search this article Edit Notes Edit Settings Actions SALINABEAR: MONETIZING A YOUTUBE PROFILE Karen Robson prepared this case study under the supervision of Professors Michael Parent and Anjali Bal solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. As the eight millionth view started on her YouTube channel, Salina Siu put her scissors down and reflected on the amazing events of the past year. It was September 2012, and what had begun as a hobby a little over two years earlier had grown into a successful small business. Siu had started a YouTube channel, joined YouTube’s partner program, graduated from university and obtained an internship in social media in her hometown of Vancouver, Canada. All this from tutorials on how to creatively cut T-shirts! Siu’s YouTube channel, SalinaBear (http://www.youtube.com/salinabear), provided instructional videos on how to transform plain T-shirts into fashionable garments by carefully cutting them using only scissors — an apparently popular practice among teenage women. The high number of views led to Siu being accepted into YouTube’s Partner Program, whereby ads were placed next to her videos, and Siu shared in revenues resulting from either exposure to these ads or click-throughs on these ads. Siu was making good money, but not enough to replace a full-time job. Siu picked up her scissors and continued carefully cutting the neck seam on her latest project — transforming a man’s extra-large T-shirt into a trim woman’s tank top. As the blades moved effortlessly through the fabric, she thought about her options to transform the site into a bigger business that would provide enough income to warrant full-time employment. BACKGROUND Salina Siu Salina Siu, 23 years old, was part of a creative, artistic family. Her father, who enjoyed photography as a hobby, had first piqued her interested in drawing. Her mother had been a seamstress her whole life and sewed clothes part-time at home. When Siu was a young girl, her mother would ask her what new outfit she’d like her to make for her. At an early age, Siu had already started thinking like a fashion designer. She had also developed a taste for unique and custom garments. By her own admission, she had always been interested in arts and crafts: drawing, painting, photography and graphic design. Siu also pursued these interests professionally. She graduated with her bachelor’s degree in Business Administration in 2012 from the Beedie School of Business at Simon Fraser University in Vancouver, Canada, with concentrations in entrepreneurship and innovation and in marketing and a minor in publishing. Throughout her coursework, she also took electives from Simon Fraser’s School of Interactive Arts and Technology, including digital image design, graphic design and drawing as inquiry. In May 2010, she bought a T-shirt at the local mall that had been cut up in the back. It was the first time she had ever seen such a thing, and she was enthralled. She immediately tried to figure out how it had been done, even searching on YouTube for videos that might show her. She commented: The videos were OK, but they really didn’t show it clearly. The production quality was poor, and the instructions were incomplete and confusing. I felt frustrated, and never really got a clear understanding of how to cut T-shirts into these neat patterns. So, I just decided to do it myself. Through trial-and-error, and with some help from my Mom, I got the hang of it really fast! It’s actually pretty easy and straightforward once you get it! This epiphany motivated her to want to make better videos than the ones currently on YouTube. She saw an opportunity to help others, while also developing valuable video-creation and -editing skills and learning about YouTube — a fast-growing medium for her generation. As a marketing graduate, she also knew the value of research, so she started watching a large number of craft tutorial videos, not only for T-shirt cutting but for all sorts of arts and crafts. Siu said: I was especially inspired by Erica Domesek and her website “P.S. I Made This” (http://psimadethis.com). Erica created a blog that taught people how to reproduce brand-name styles. She went on to publish her own book and made numerous television appearances on shows like Martha Stewart’s. She had been featured in magazines like Teen Vogue, Glamour, Lucky and InStyle, and had partnered with big brands to style and design campaigns for the likes of Coke, Ford and Roxy. She had even hosted events with big brands like Kate Spade and Gap. She was a real inspiration to me, and I sought to reproduce her success in my own way. This research led Siu to conclude that clear, accessible content was the most critical success factor for tutorial videos. Specifically, she felt that an effective instructional video should include the following: • Clearly numbered steps throughout the video so that viewers could fast-forward and rewind easily • Showing of the end product at the beginning of the video so viewers can decide right away whether the tutorial is what they’re looking for. • Clear and appropriate camera angles that show the work being performed, as it was being performed (in other words, providing an overhead view of the cutting without using cutaways that revealed a miraculously perfect product) • Proper lighting • Clear and concise instructions • Showing of all the steps • A playful, fun atmosphere that made the task look easy and approachable Siu also decided that she would not only demonstrate but also act as the model in her videos (see Salina’s website at http://www.youtube.com/salinabear for examples of her videos). She believed doing so was important to establish her credibility and provided an opportunity to showcase her personality. As far as the name for her channel, she said: I chose SalinaBear for a few reasons. First of all, I wanted the channel to have my name in it so that viewers would know who I am, and how to spell my name, as it has an unusual spelling, with an a in the first syllable, not the usual e. I also wanted to create a brand that would be unique, easy to find on the Internet, playful and fun. Finally, the thought of a cute bear in the logo appealed to me, and I thought it’d appeal to other young women. Siu uploaded her first video to YouTube in June 2010. It showed viewers how to cut strips into a “V” shape on the back of a T-shirt using only scissors — no sewing or taping required (you can view the video on her website at http://www.youtube.com/watch?v=BbhC7hPFaLA&list=UUCYATxMpYZ4ayXG5NPxqQw&index=23). The 4-minute, 45-second video took her four hours to film and another four hours to edit before it was ready for posting. To promote the video, she shared it on craft and do-it-yourself (DIY) websites. A major boost in viewership occurred after one of these sites, CutOutAndKeep (http://ift.tt/MXhDtU) featured her video on its landing page. In fact, it remained on the landing page for one week and eventually was moved to CutOutAndKeep’s featured products page. It became SalinaBear’s most popular video, at more than 2.2 million views. In addition, some organizations and clubs gave Siu branded T-shirts for her to cut up in return for mentions in her videos. These organizations, in turn, promoted her work by distributing these videos to their networks. YouTube Chad Hurley, Steve Chen and Jawed Karim, all former employees of PayPal, founded YouTube in 2005. The site went live in Beta in May 2005, before the full-featured site was launched online later that year, in December. YouTube’s vision is “to give everyone a voice, to evolve video, and to make our partners and advertisers successful.”1 In October 2006, Google acquired YouTube for US$1.65 billion2. By January 2008, 10 hours of video were being uploaded to YouTube every minute; in October 2009, this rate increased to 15 hours of video per minute, and in March 2010, the rate had increased to 24 hours of video per minute. In 2012, YouTube was the world’s largest online video site, with roughly 72 hours of video being uploaded every minute, of which three hours per minute were being uploaded from mobile devices. YouTube began its Partner Program in December 2007. YouTube partners were content creators, and many of them were large media companies, such as Sony or Universal. Partners were able to upload videos of any length (i.e., they were not limited to 15 minutes) and were able to monetize their videos through ads or by making their videos available for rent. Partners were also offered more analytical tools to manage their sites. YouTube gave partners about 50 per cent of the revenue generated by ads on their sites, based on either cost per impressions (CPM) or cost per clicks (CPC), depending on the advertiser’s choice. Ads were placed in numerous spots on the partner’s website, at the top of the video, on the bottom of the video window or at the side. Up to three ads appeared on any one page. To become a partner, the site owners first needed to create an original video suitable for online streaming, and they needed to either own or have permission to use and monetize the video and audio content. Potential partners also needed to apply to YouTube to join the partnership program. YouTube considered how often videos were uploaded, how big their audience was and how many videos were in the potential partner’s library. YouTube had more than one million partners, with top-performing partners reputed to be making well over $100,000 per year. YouTube’s partnership agreement included a clause prohibiting partners from disclosing how much they actually earned from the partnership program, owing to the variety of factors that went into calculating compensation. However, an oft-cited estimate was $2 in earnings for every 1,000 views and $0.05 for every subscriber.3 HOW TO GET MORE THAN EIGHT MILLION VIEWS AND 47,000 SUBSCRIBERS As of September 2012, SalinaBear had 47,753 subscribers and 8,234,081 video views (an average of 10,000 unique views daily). Siu had created and posted 24 videos, and her work had received more than 5,000 comments, 28,000 likes and 1,300 dislikes. The website Social Blade tracked YouTube metrics, including those for Salina’s site (see http://ift.tt/2xqJEtA). Siu posted her first video on June 5, 2010, and she applied to be a YouTube Partner on June 15, 2010. As of June 28, she had 100 subscribers, and on June 29, YouTube approved her partnership application (see Exhibit 1). She received her first royalty cheque on November 24, 2010 (YouTube sent cheques when an account had amassed more than $100). Siu’s videos became increasingly sophisticated, while continuing to retain a light, whimsical tone. Siu also became more adept and efficient at creating the videos. They now took her about three hours to film and another three hours to edit. The videos all began with the SalinaBear logo. They then moved on to the tutorial. Some videos depicted very basic steps (e.g., how to cut a neck), while others were more complex. In some videos, she referred to earlier videos depicting these basic steps. Siu felt that three keys had led to her success: quality content, the building and nurturing of an audience and findability. Quality Content It was important for Siu to avoid mistakes that other videos had made, which is why she wanted to number the steps and explain and illustrate them clearly, using good lighting and a top view. She also believed it was important to show the finished product at the beginning of the video to give viewers an idea of what they were working toward. Finally, she believed she established her credibility by acting as both the model and creator in the videos. The response from viewers was enthusiastically positive, as attested to by the following comment, one of many on the website: oh my god. i’ve seen a ton of tutorials on weaving and this is by far the best i’ve ever seen lol. usually you can’t see what the hell the people are doing with what strings because they like to pick a black shirt or the camera is a weird angle or too far away. but i love how clean and simple your drawings are :). every step is shown and explained thoroughly :D. thank you so much! – MikoSubaru (February, 2012) Building and Nurturing an Audience “I feel a great deal of loyalty to my viewers,” Siu maintained. “They got me to where I am today, and their ongoing support has been crucial to SalinaBear’s success.” Siu kept close tabs on her viewership using YouTube’s extensive analytics (see Exhibit 2 for sample viewership data). It came as no surprise to her that the majority of the site’s views were from young women (90.2 per cent of her overall views were from women), mainly in the United States. However, it surprised her that a considerable number of views were from Mexico, the United Kingdom and the Philippines. During the first four months, she felt it was important to reply to all comments on the channel. However, it became too repetitive to thank everyone, so she limited her replies to more complicated questions. She also created an FAQ (frequently asked questions) video addressing popular topics. In April 2011, after hitting one million views, she created a special “thank you” video for her fans and followers. The growth in the site’s views was, at first, mainly organic, with very little effort on Siu’s part. In addition to having posted the videos on DIY sites, Siu had also posted them to her personal Facebook profile. She used the biography of her Twitter account (@salinasiu) to refer to SalinaBear. She created a Flickr account that displayed her T-shirts and encouraged fans to subscribe to her YouTube channel (http://ift.tt/2gWYXiH). She also used Pinterest (http://ift.tt/2xqfmHg). Out of her 20 boards on Pinterest, the board that had attracted the most engagement showed photos of her own designs and YouTube videos and T-shirts that others had cut up. Including designs by others on her Pinterest boards reflected Siu’s underlying belief that reciprocity was a big part of success in social media marketing efforts. She was also pleased that every time she logged into Pinterest, her recent repins and likes were mostly from strangers who had discovered her “Cut T-Shirt” pinboard. Findability Siu devoted considerable attention and energy to ensuring that interested viewers could find her site: she knew that it was not enough to have an interesting topic and well-made videos. After all, many good videos on the Internet were never discovered. Luckily for Siu, when she started her channel, only a handful of users were making T-shirt-cutting tutorials. Siu considered this topic to have little competition. Siu believed the other key findability factor was search engine optimization (SEO), which was improved through the use of keywords. She used targeted keywords in the videos’ titles. She used Google AdWords’ Keyword Tool to determine which keywords were most popular. The title of the video was especially important: Siu strived for a balance between being descriptive and enticing viewers. By responding to Comments, she created buzz around her videos, thus increasing the videos’ rating on the search results. CHALLENGES Imitation, far from being the sincerest form of flattery, was endemic on the web, especially on YouTube. Paradoxically, by helping people, Siu was also empowering them. Nothing prevented anyone else from either imitating or even bettering her. As such, her competition was essentially unbounded. Moreover, she believed that viewers expected instructional and informational videos to be free. After all, she herself had turned to YouTube after buying her first cut T-shirt! Consumers’ reluctance to pay for content constrained her options for the future of the site. In some ways, Siu wanted to transform SalinaBear into a full-time job and career. However, she felt she needed at least a tenfold increase in revenues to do so. She did have several options worth pursuing: she could charge for her videos via another platform; charge rent on her videos on YouTube; sell DIY kits; create a physical shop, and conduct in-person group or individual tutorials; and/or expand her brand, in much the way Erica Domesek had done, by developing a new line of tutorials focusing on nail art, jewellery or other crafts. Charging for Videos In early 2010, YouTube began experimenting with paid content — that is, having users pay for access to certain content; in this case, YouTube offered some select films from the Sundance Film Festival.4 This experiment eventually morphed into a product YouTube called YouTube Rentals,5 in Beta form, as of September 2012. More traditional sites, such as Blockbuster, Redbox and Netflix, also rented movies and television shows, as did Apple’s iTunes. However, these sites did not host instructional videos. Instructional video sites, such as TeacherTube, EduTube and Mylearningtube, hosted similar videos, but they were more school-focused, not hobby-focused. Finally, numerous arts and crafts sites, such as Martha Stewart’s and SimpleKidsCrafts, hosted DIY videos, but they were not paying sites. If Siu chose this path, she faced the challenge of either finding a suitable paying distribution channel for her videos or the daunting task of creating a pay channel of her own. DIY Kits Siu had also considered creating and selling DIY (do-it-yourself) kits. She pictured these kits to contain scissors, a ruler and a couple of T-shirts with dotted lines printed on them to instruct people where to cut. These kits would pair well with her existing videos, and promoting them on her videos would be easy, but she wondered whether people would buy them. One option was to sell them online, perhaps via Amazon.com, although yet another option was to develop a relationship with an existing retail chain. Such kits were popular with arts and crafts retailers, including the arts and crafts retail giant Michaels. She could also develop a tutorial book or a book of patterns, which she could sell in addition to or packaged with the DIY kits. Physical Shop Many viewers had asked Siu whether she gave in-person workshops or tutorials. So far, she had demurred. If these workshops and tutorials weren’t free, she felt that not enough people would be interested to make this option financially viable. She would also face the challenge of scaling the operation. However, she realized that could open a physical retail store, where she could both conduct tutorials and sell some of her creations. She’d been inspired by Hamburger Disco, a brand run by two of her friends, which had only sold products online until opening a pop-up store in Vancouver. Her friends had asked Siu to cut one of their T-shirts to promote their pop-up store; in return, Hamburger Disco cross-promoted the video she had created. Based on their experience, and on advice from others, she believed she’d need at least $10,000 to open a small store, buy inventory and run it for six months without a profit. Aside from the time and energy needed to establish a retail presence, she knew that the majority of her viewers and fans were located in the United States, and she wondered whether marketing her brand in her hometown would work. In addition, Siu also realized that running a physical retail store was vastly different from maintaining the online presence she had created. The skills required to run a store were not the skills she had developed as a video producer and on-air personality. Although the store option didn’t play to current her skills, interests and competencies, she acknowledged that it could be a necessary step in growing her brand. Brand Extension The last option was to branch out into other types of crafts, such as nail art or jewellery. Siu believed that she had created a strong brand presence on YouTube. Moreover, the SalinaBear brand name was sufficiently vague to allow for many other types of products, not just crafts. Siu wondered whether she could start small by choosing one or two categories to pursue, produce a few videos and then load them onto the SalinaBear site, or whether she should, instead, segment her products through separate YouTube channels (e.g., SalinaBear T’s for T-shirts and SalinaBear Jewels for jewellery. She wondered whether her audience would follow her and whether her personality was appealing enough to distinguish her from all the others on YouTube. Next Steps As her latest creation took shape, Siu reflected on her future and on her options. Life had suddenly become very busy, and she’d found herself posting a video apologizing to her subscribers for being away so long. She wondered whether SalinaBear was more than just a short-term experiment, and whether devoting her energy to growing the business would be a wise and profitable long-term move. Exhibit 1 TIMELINE TO FIRST YOUTUBE ROYALTY CHEQUE AND VIEWERSHIP NUMBERS Source: Salina Siu Exhibit 2 SELECTED YOUTUBE ANALYTICS DATA FOR SALINABEAR (JULY 2012) Source: Salina Siu 1 YouTube, “Frequently Asked Questions,” http://www.youtube.com/t/faq, accessed July 1, 2012. 2 All currency amounts shown are in U.S. dollars unless specified otherwise. 3 http://ift.tt/2gWP7xp, accessed July 1, 2012. 4 Jolie O’Dell,” YouTube Will Start Charging for Some Videos,” ReadWrite, January 20, 2010, http://ift.tt/2xqfoim, accessed July 1, 2012. 5 YouTube, “YouTube Rentals Beta,” http://www.youtube.com/t/youtube_rentals, accessed July 1, 2012. Copyright © 2012, Richard Ivey School of Business Foundation Version: 2012-12-19 Scroll down for the next article • Copy • Highlighting Toolbar Settings... • CoursePack Contents Page • Back (to article beginning) • Next Article • Last Article • Back • Forward • Reload • Stop MKT 500 Week 8 Scenario: Developing Social Media Campaigns for the New Product Launch Slide # Scene # Narration Slide 1 Scene 1 [Ed, Samantha – Ed’s Office] Ed and Samantha meet in the morning to discuss the next steps in the tablet PC launch. MKT500_8_1_Samantha-1: Good morning, Ed. How are you doing today? MKT500_8_1_Ed-1: Good morning, I’m doing quite well. What about yourself? MKT500_8_1_Samantha-2: Good, thanks. I’m really proud of the progress we’ve been making with our tablet launch, and I’m excited for the next steps. MKT500_8_1_Ed-2: I love your enthusiasm, Samantha! I spoke with Carl earlier. He said now that we have selected our advertising media and budget, we need to take a deeper look into social media. MKT500_8_1_Samantha-3: Yes, the enormity of today’s media choices—the Internet alone—makes it a wonderful time to be alive. Social media is at the cutting edge of this trend. MKT500_8_1_Ed-3: As we discussed, we can use social media as one of our main media outlets for advertising the new tablets. However, mobile marketing is growing because our cell phones are particularly convenient; they contain our identities and those of the people we talk to frequently. They are our portals to email, social media and networking sites, which are many people’s primary means of sharing information and entertainment. Interestingly enough, at the same time that electronic and information technologies are becoming more accessible and pervasive, traditional media are experiencing their own changes. Slide 2 Interaction Hover your mouse over each media to discover more information about the changes they are undergoing. Newspaper Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. Radio The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. TV Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is a facilitated when the segments of viewers are somewhat more homogeneous. MKT500_8_1_Ed-4: Hover your mouse over each type of media to discover more information about the changes they are undergoing. MKT500_8_1_Ed-4_Tab A: Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. MKT500_8_1_Ed-4_Tab B: The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. MKT500_8_1_Ed-4_Tab C: Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is facilitated when the segments of viewers are somewhat more homogeneous. Slide 3 Scene 1, cont. [Ed, Samantha – Ed’s Office] (Display social media graphic) MKT500_8_1_Samantha-3: Very interesting, Ed. I hadn’t realized the effects of social media on more traditional media types. MKT500_8_1_Ed-5: The other part of the “social media” story is its social, or human, element. Belonging to different communities and interacting with different people in our social roles is part of our identity. The most fundamental means of interaction is dialogue. In social media, customers have become participants in a dialogue with marketers or brands. Traditionally, customers had been mere recipients of one-way messages that had been shot out by marketers, but now customers have a means of talking back. For example, customers post positive endorsements about brands, and they also use the web to vent. I often vent on Facebook about restaurants where I have had a bad experience. MKT500_8_1_Samantha-4: (pointing to graphic of different types of social media) This is very true. Are there certain types of social media that you had in mind for our tablet launch? I have a Facebook account and use Twitter and Pinterest frequently, but I feel that using all of these might be overkill for our new tablet launch. MKT500_8_1_Ed-6: Well, there are a few sites that I believe will provide Golds Reling with very strong exposure during our initial launch. Let me show you this short video that discusses the advantages of using social media in our marketing campaign. Slide 4 Social Media Marketing in 3 Minutes

Slide 5 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-5: Thanks for sharing that video, Ed. I understand better how social media helps connect companies to customers, and helps customers get to know, like, and trust companies better. MKT500_8_1_Ed-7: Yes. The key to a successful social media campaign is selecting a social media that creates good W.O.M. MKT500_8_1_Samantha-6: What is W.O.M.? MKT500_8_1_Ed-8: W.O.M. is Word-of-mouth. Word-of-mouth works on inherently exciting products like Golds Reling’s new tablet, and it also works where the notion of buzz marketing makes sense. Yet creative brand managers have launched clever ad campaigns that get talked about even for pretty mundane products, too; the key being that the product and the message are meaningful to the customer. MKT500_8_1_Samantha-7: Okay. You know, I learned in my classes at Strayer University that different social media combined create social networks. In social networks, there are some members that are more connected and influential than others. We need to leverage these interpersonal group dynamics, ideally locating the highly connected influential members, to induce their trial of our tablet, in turn initiating and propelling the diffusion process. MKT500_8_1_Ed-9: You’re right. To locate these influential members and get the word out about our tablet, we need to study how these potential consumers, or actors, are embedded in these networks to locate those that are relatively central. Centrality indices are computed for each actor in the network to describe the position of that actor relative to others in the network. The easiest and most common way to compute centrality is to count the number of connections each actor has with the others in the network. An index of degree centrality is derived for each actor—those with many links are said to be relatively central, and those with fewer links are more peripheral. In order to determine the degree of centrality for these consumers, we need to create several different accounts on various social media forums for Golds Reling. Strong centrality will be useful in creating buzz for our new tablets. MKT500_8_1_Samantha-8: Okay. We can start working on this right away. MKT500_8_1_Ed-10: First, though, let’s begin with answering the return of investments, or ROI, issues. As you know, Carl is always focused on the bottom line. MKT500_8_1_Samantha-9: What should we focus on in terms of ROI? MKT500_8_1_Ed-11: As with traditional media, we can begin to answer return on investment questions only if we know the goal that the marketing action was initially intended to achieve. Based on our goals, selecting the media and ROI measures are rather straightforward. When estimating ROI, which is really the efficiency of investments, the primary expenditures might not be media buys or explicit budgetary contributions so much as salary equivalents of people’s time allocations. We also need to consider KPIs. MKT500_8_1_Samantha-10: I know that KPIs are key performance indicators, but how do we identify KPIs for social media? MKT500_8_1_Ed-12: KPI’s for social media are analogous to traditional measures for advertising effectiveness. Specifically, marketers are always interested in quantifying reach, frequency, monetary value of customers, customers’ behaviors, attitudes, and memory, including recall and recognition. MKT500_8_1_Samantha-11: So, how can we determine the ROI and KPIs for our tablet? MKT500_8_1_Ed-13: I’m glad you asked this question, Samantha. A common way to determine ROI for social media is through conversation rate. This term refers to the true engagement for conversations in your social media communities. Conversations will be different depending on the network. For example, Facebook, YouTube, and blogs are focused on comments; however, Twitter is measured with mentions and hashtags. We, therefore, calculate the figures for each network, and calculate how many conversations took place about our company and products per post, tweet, or video submission. Another method we can use is viewability rate. This metric is a little harder to find on Twitter. However, for other networks and mediums such as Facebook, YouTube, and our blog, it is the total number of views or impressions per post. This is not as important as the conversation rate, but it is always satisfying to see how often your content is being looked at, and if no one is seeing it, then you better find a way to get users to view it! MKT500_8_1_Samantha-12: I see. Thank you for that explanation. Before we move on, let me check to make sure I understand what you are saying about KPIs. Slide 6 Check Your Understanding KPIs for social media are _________ traditional measures for advertising effectiveness. A) very different from B) analogous to C) opposite of D) inconsistent with Feedback: Incorrect A – very different from: KPI’s are very similar to traditional media. Correct B – analogous: KPI’s are very similar to traditional media. Incorrect C – opposite of: KPI’s are very similar to traditional media. Incorrect D – inconsistent with: KPI’s are very consistent with traditional media measurements. Slide 7 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-13: Great information, Ed, but can we go back to the word-of-mouth concept? How do we know consumers are talking about our new tablets on social media? How can we capture this and make it work for Golds Reling? MKT500_8_1_Ed-14: Word-of-mouth conversations and other customer-to-customer information flows have become a rich new source of consumer insights. There are two main categories for the ways in which consumers receive information about companies and their products: passive listening and active intervention. Slide 8 Interaction Click the tabs to learn more about passive listening in marketing. Passive Listening Research shows that a lot is learned from lurking, or web crawling, and scraping, all of which are examples of passive listening: Tab A - Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. Tab B - Companies use text analyses on Facebook to get a read on customer opinions about their brands. Tab C - Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. Tab D - Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. MKT500_8_1_Ed-15: Click the tabs to learn more about passive listening in marketing. MKT500_8_1_Ed-16: Passive Listening Research shows that a lot is learned from lurking, web crawling, and scraping, all of which are examples of passive listening: MKT500_8_1_Ed-16_Tab A: Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. MKT500_8_1_Ed-16_Tab B: Companies use text analyses on Facebook to get a read on customer opinions about their brands. MKT500_8_1_Ed-16¬_Tab C: Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. MKT500_8_1_Ed-16_Tab D: Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. Slide 9 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-14: Great information, Ed. What can you tell me about active interventions? Slide 10 Interaction Click the tabs to learn more about active interventions. Active Interventions Tab A - Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. Tab B - Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, new product description, etc. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. Tab C - A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation, as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. Tab D - GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. MKT500_8_1_Ed-17: Click the tabs to learn more about active interventions. Active Interventions MKT500_8_1_Ed-17_Tab A: Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. MKT500_8_1_Ed-17_Tab B: Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, featuring a new product description. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. MKT500_8_1_Ed-17_Tab C: A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. MKT500_8_1_Ed-17_Tab D: GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. Slide 11 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Ed-18: In general, social media pundits advise that any corporate postings or representations have to start by being interesting – otherwise, consumers won’t even read them! The content needs to be honest, not defensive, and not too “corporate”. There needs to be transparency to customers, employees, and stakeholders. Being transparent usually means being honest, building trust, and creating the opportunity for two-way dialog. Social media have sufficient variety and prevalence that they can be a tremendous marketing tool—if we can offer something that provides value to those customers, and reaches them in a way that matters to them. MKT500_8_1_Samantha-15: You’ve given me a lot of valuable information about social media, Ed. MKT500_8_1_Ed-19: I’m glad that you feel that way. Next, we can start by creating Golds Reling accounts for each of these social media applications. MKT500_8_1_Samantha-16: Well, since we already have a Facebook account, I can create a Twitter, Google Plus, and Pinterest account for Golds Reling. MKT500_8_1_Ed-20: Excellent. Let’s break for now, and then we can organize our information for Carl. Slide 12 Scene 2 [Ed, Samantha, Carl – Conference Room] Ed, Samantha, and Carl meet in the conference room to discuss the social media aspects of the product launch. MKT500_8_2_Carl-1: Good afternoon, Ed and Samantha. I saw you both looking very busy in Ed’s office earlier. I’m looking forward to hearing the information that you two have put together concerning social media marketing for our new tablets. MKT500_8_2_ Samantha-1: Yes, Ed and I have been very busy. We have analyzed and concluded some basic concepts. MKT500_8_2_Carl-2: And what would these be? MKT500_8_2_ Samantha-2: Social media are an abundant opportunity for Golds Reling. Social media provides a web-based means for customers to interact with friends and strangers by posting opinions, pictures, and videos. Social networks are the structures of interconnections among customers that propagate word-of-mouth. Networks can be drawn and analyzed, and the actors measured on indices of centrality to assist Golds Reling in finding opinion leaders and influential consumers. Our campaign would identify these actors within two months of launch and create great buzz for our new tablets. A great feature of social media is the measurement methods; these are ROI and KPIs, and they can be computed with the help of online analytics, as for any marketing effort. MKT500_8_2_Carl-3: Good points! Why do you believe that investing in advertising through social media would be the right decision for Golds Reling and our new tablet? MKT500_8_2_ Ed-1: Social media is a great way to generate repeat business and to attract new customers. Furthermore, the target market we have selected are big users of social media. Golds Reling already has a Facebook account, but we believe that creating accounts for Twitter, Google Plus, and Pinterest will really help boost the conversation rate, and, thereby, the word-of-mouth, for both our company as a whole as well as our new tablet. MKT500_8_2_ Samantha-3: Carl, by utilizing social media, we feel that Golds Reling is spending our advertising money wisely. MKT500_8_2_Carl-4: Ok, sounds like a good investment. Explain how we are going to measure this investment. MKT500_8_2_ Samantha-4: The key is to communicate the different features of our new tablet and to have consistency in the message we choose for social media. Measuring effectiveness will occur through KPI’s, recall, attitudes, click rates, and conversation and viewability rates from social media communications. MKT500_8_2_Carl-5: Excellent. I like what I’m hearing. Social media sounds perfect for generating buzz and word-of-mouth about our new tablet. I agree that Twitter, Google Plus, and Pinterest accounts for Golds Reling will be excellent additions to our existing Facebook account. Very nice work, both of you. Slide 13 Check Your Understanding What social media term refers to a set of actors (or nodes) and the relational ties that link them? A) Team B) Group C) Network D) Forum Incorrect A – Team: This is not the terminology used to describe relationships in social media. Incorrect B – Group: Although a group includes two or more people, this is not a part of the relational ties. Correct C – Social Network: A network is defined as the set of actors (or nodes) and the relational ties that link them. Actors may be customers, firms, brands, concepts, countries, etc. The connections between the actors are relational ties (or links). Ties can be symmetric or directional, and they can be binary or vary in strength. Incorrect D – Forum: Although this is a close description, it doesn’t explain the interaction experienced in social media. Slide 14 Scene 3 [Ed, Samantha – Hallway] MKT500_8_3_Samantha-1: Today was a highly informative day. Using social media for marketing can help us generate word-of-mouth about our tablet, especially if we are able to connect with the most influential members of social networks. MKT500_8_3_Ed-1: Absolutely. It will also help customers identify Golds Reling as a company they know, like and trust. Don’t forget to complete the e-Activity and particip

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The post “The Importance of Social Media and Web Analytics” Please respond to the following: From the case study, assess the degree to which Salina Siu effectively used YouTube to develop customer loyalty. Appraise the success potential of at least two (2) other social media methods that Salina could use to promote her business. Justify your response. * From the scenario, prioritize the most significant components of a social media campaign according to the level of influence each could have on the new product launch. Examine both the social media tools that will provide the highest return on investment (ROI), and two (2) key performance indicators (KPIs) that one could use to measure success. Provide a rationale for your response. Welcome Student | Help | Sign Out Library CoursePack Contents Font Search this article Edit Notes Edit Settings Actions SALINABEAR: MONETIZING A YOUTUBE PROFILE Karen Robson prepared this case study under the supervision of Professors Michael Parent and Anjali Bal solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. As the eight millionth view started on her YouTube channel, Salina Siu put her scissors down and reflected on the amazing events of the past year. It was September 2012, and what had begun as a hobby a little over two years earlier had grown into a successful small business. Siu had started a YouTube channel, joined YouTube’s partner program, graduated from university and obtained an internship in social media in her hometown of Vancouver, Canada. All this from tutorials on how to creatively cut T-shirts! Siu’s YouTube channel, SalinaBear (http://www.youtube.com/salinabear), provided instructional videos on how to transform plain T-shirts into fashionable garments by carefully cutting them using only scissors — an apparently popular practice among teenage women. The high number of views led to Siu being accepted into YouTube’s Partner Program, whereby ads were placed next to her videos, and Siu shared in revenues resulting from either exposure to these ads or click-throughs on these ads. Siu was making good money, but not enough to replace a full-time job. Siu picked up her scissors and continued carefully cutting the neck seam on her latest project — transforming a man’s extra-large T-shirt into a trim woman’s tank top. As the blades moved effortlessly through the fabric, she thought about her options to transform the site into a bigger business that would provide enough income to warrant full-time employment. BACKGROUND Salina Siu Salina Siu, 23 years old, was part of a creative, artistic family. Her father, who enjoyed photography as a hobby, had first piqued her interested in drawing. Her mother had been a seamstress her whole life and sewed clothes part-time at home. When Siu was a young girl, her mother would ask her what new outfit she’d like her to make for her. At an early age, Siu had already started thinking like a fashion designer. She had also developed a taste for unique and custom garments. By her own admission, she had always been interested in arts and crafts: drawing, painting, photography and graphic design. Siu also pursued these interests professionally. She graduated with her bachelor’s degree in Business Administration in 2012 from the Beedie School of Business at Simon Fraser University in Vancouver, Canada, with concentrations in entrepreneurship and innovation and in marketing and a minor in publishing. Throughout her coursework, she also took electives from Simon Fraser’s School of Interactive Arts and Technology, including digital image design, graphic design and drawing as inquiry. In May 2010, she bought a T-shirt at the local mall that had been cut up in the back. It was the first time she had ever seen such a thing, and she was enthralled. She immediately tried to figure out how it had been done, even searching on YouTube for videos that might show her. She commented: The videos were OK, but they really didn’t show it clearly. The production quality was poor, and the instructions were incomplete and confusing. I felt frustrated, and never really got a clear understanding of how to cut T-shirts into these neat patterns. So, I just decided to do it myself. Through trial-and-error, and with some help from my Mom, I got the hang of it really fast! It’s actually pretty easy and straightforward once you get it! This epiphany motivated her to want to make better videos than the ones currently on YouTube. She saw an opportunity to help others, while also developing valuable video-creation and -editing skills and learning about YouTube — a fast-growing medium for her generation. As a marketing graduate, she also knew the value of research, so she started watching a large number of craft tutorial videos, not only for T-shirt cutting but for all sorts of arts and crafts. Siu said: I was especially inspired by Erica Domesek and her website “P.S. I Made This” (http://psimadethis.com). Erica created a blog that taught people how to reproduce brand-name styles. She went on to publish her own book and made numerous television appearances on shows like Martha Stewart’s. She had been featured in magazines like Teen Vogue, Glamour, Lucky and InStyle, and had partnered with big brands to style and design campaigns for the likes of Coke, Ford and Roxy. She had even hosted events with big brands like Kate Spade and Gap. She was a real inspiration to me, and I sought to reproduce her success in my own way. This research led Siu to conclude that clear, accessible content was the most critical success factor for tutorial videos. Specifically, she felt that an effective instructional video should include the following: • Clearly numbered steps throughout the video so that viewers could fast-forward and rewind easily • Showing of the end product at the beginning of the video so viewers can decide right away whether the tutorial is what they’re looking for. • Clear and appropriate camera angles that show the work being performed, as it was being performed (in other words, providing an overhead view of the cutting without using cutaways that revealed a miraculously perfect product) • Proper lighting • Clear and concise instructions • Showing of all the steps • A playful, fun atmosphere that made the task look easy and approachable Siu also decided that she would not only demonstrate but also act as the model in her videos (see Salina’s website at http://www.youtube.com/salinabear for examples of her videos). She believed doing so was important to establish her credibility and provided an opportunity to showcase her personality. As far as the name for her channel, she said: I chose SalinaBear for a few reasons. First of all, I wanted the channel to have my name in it so that viewers would know who I am, and how to spell my name, as it has an unusual spelling, with an a in the first syllable, not the usual e. I also wanted to create a brand that would be unique, easy to find on the Internet, playful and fun. Finally, the thought of a cute bear in the logo appealed to me, and I thought it’d appeal to other young women. Siu uploaded her first video to YouTube in June 2010. It showed viewers how to cut strips into a “V” shape on the back of a T-shirt using only scissors — no sewing or taping required (you can view the video on her website at http://www.youtube.com/watch?v=BbhC7hPFaLA&list=UUCYATxMpYZ4ayXG5NPxqQw&index=23). The 4-minute, 45-second video took her four hours to film and another four hours to edit before it was ready for posting. To promote the video, she shared it on craft and do-it-yourself (DIY) websites. A major boost in viewership occurred after one of these sites, CutOutAndKeep (http://ift.tt/MXhDtU) featured her video on its landing page. In fact, it remained on the landing page for one week and eventually was moved to CutOutAndKeep’s featured products page. It became SalinaBear’s most popular video, at more than 2.2 million views. In addition, some organizations and clubs gave Siu branded T-shirts for her to cut up in return for mentions in her videos. These organizations, in turn, promoted her work by distributing these videos to their networks. YouTube Chad Hurley, Steve Chen and Jawed Karim, all former employees of PayPal, founded YouTube in 2005. The site went live in Beta in May 2005, before the full-featured site was launched online later that year, in December. YouTube’s vision is “to give everyone a voice, to evolve video, and to make our partners and advertisers successful.”1 In October 2006, Google acquired YouTube for US$1.65 billion2. By January 2008, 10 hours of video were being uploaded to YouTube every minute; in October 2009, this rate increased to 15 hours of video per minute, and in March 2010, the rate had increased to 24 hours of video per minute. In 2012, YouTube was the world’s largest online video site, with roughly 72 hours of video being uploaded every minute, of which three hours per minute were being uploaded from mobile devices. YouTube began its Partner Program in December 2007. YouTube partners were content creators, and many of them were large media companies, such as Sony or Universal. Partners were able to upload videos of any length (i.e., they were not limited to 15 minutes) and were able to monetize their videos through ads or by making their videos available for rent. Partners were also offered more analytical tools to manage their sites. YouTube gave partners about 50 per cent of the revenue generated by ads on their sites, based on either cost per impressions (CPM) or cost per clicks (CPC), depending on the advertiser’s choice. Ads were placed in numerous spots on the partner’s website, at the top of the video, on the bottom of the video window or at the side. Up to three ads appeared on any one page. To become a partner, the site owners first needed to create an original video suitable for online streaming, and they needed to either own or have permission to use and monetize the video and audio content. Potential partners also needed to apply to YouTube to join the partnership program. YouTube considered how often videos were uploaded, how big their audience was and how many videos were in the potential partner’s library. YouTube had more than one million partners, with top-performing partners reputed to be making well over $100,000 per year. YouTube’s partnership agreement included a clause prohibiting partners from disclosing how much they actually earned from the partnership program, owing to the variety of factors that went into calculating compensation. However, an oft-cited estimate was $2 in earnings for every 1,000 views and $0.05 for every subscriber.3 HOW TO GET MORE THAN EIGHT MILLION VIEWS AND 47,000 SUBSCRIBERS As of September 2012, SalinaBear had 47,753 subscribers and 8,234,081 video views (an average of 10,000 unique views daily). Siu had created and posted 24 videos, and her work had received more than 5,000 comments, 28,000 likes and 1,300 dislikes. The website Social Blade tracked YouTube metrics, including those for Salina’s site (see http://ift.tt/2xqJEtA). Siu posted her first video on June 5, 2010, and she applied to be a YouTube Partner on June 15, 2010. As of June 28, she had 100 subscribers, and on June 29, YouTube approved her partnership application (see Exhibit 1). She received her first royalty cheque on November 24, 2010 (YouTube sent cheques when an account had amassed more than $100). Siu’s videos became increasingly sophisticated, while continuing to retain a light, whimsical tone. Siu also became more adept and efficient at creating the videos. They now took her about three hours to film and another three hours to edit. The videos all began with the SalinaBear logo. They then moved on to the tutorial. Some videos depicted very basic steps (e.g., how to cut a neck), while others were more complex. In some videos, she referred to earlier videos depicting these basic steps. Siu felt that three keys had led to her success: quality content, the building and nurturing of an audience and findability. Quality Content It was important for Siu to avoid mistakes that other videos had made, which is why she wanted to number the steps and explain and illustrate them clearly, using good lighting and a top view. She also believed it was important to show the finished product at the beginning of the video to give viewers an idea of what they were working toward. Finally, she believed she established her credibility by acting as both the model and creator in the videos. The response from viewers was enthusiastically positive, as attested to by the following comment, one of many on the website: oh my god. i’ve seen a ton of tutorials on weaving and this is by far the best i’ve ever seen lol. usually you can’t see what the hell the people are doing with what strings because they like to pick a black shirt or the camera is a weird angle or too far away. but i love how clean and simple your drawings are :). every step is shown and explained thoroughly :D. thank you so much! – MikoSubaru (February, 2012) Building and Nurturing an Audience “I feel a great deal of loyalty to my viewers,” Siu maintained. “They got me to where I am today, and their ongoing support has been crucial to SalinaBear’s success.” Siu kept close tabs on her viewership using YouTube’s extensive analytics (see Exhibit 2 for sample viewership data). It came as no surprise to her that the majority of the site’s views were from young women (90.2 per cent of her overall views were from women), mainly in the United States. However, it surprised her that a considerable number of views were from Mexico, the United Kingdom and the Philippines. During the first four months, she felt it was important to reply to all comments on the channel. However, it became too repetitive to thank everyone, so she limited her replies to more complicated questions. She also created an FAQ (frequently asked questions) video addressing popular topics. In April 2011, after hitting one million views, she created a special “thank you” video for her fans and followers. The growth in the site’s views was, at first, mainly organic, with very little effort on Siu’s part. In addition to having posted the videos on DIY sites, Siu had also posted them to her personal Facebook profile. She used the biography of her Twitter account (@salinasiu) to refer to SalinaBear. She created a Flickr account that displayed her T-shirts and encouraged fans to subscribe to her YouTube channel (http://ift.tt/2gWYXiH). She also used Pinterest (http://ift.tt/2xqfmHg). Out of her 20 boards on Pinterest, the board that had attracted the most engagement showed photos of her own designs and YouTube videos and T-shirts that others had cut up. Including designs by others on her Pinterest boards reflected Siu’s underlying belief that reciprocity was a big part of success in social media marketing efforts. She was also pleased that every time she logged into Pinterest, her recent repins and likes were mostly from strangers who had discovered her “Cut T-Shirt” pinboard. Findability Siu devoted considerable attention and energy to ensuring that interested viewers could find her site: she knew that it was not enough to have an interesting topic and well-made videos. After all, many good videos on the Internet were never discovered. Luckily for Siu, when she started her channel, only a handful of users were making T-shirt-cutting tutorials. Siu considered this topic to have little competition. Siu believed the other key findability factor was search engine optimization (SEO), which was improved through the use of keywords. She used targeted keywords in the videos’ titles. She used Google AdWords’ Keyword Tool to determine which keywords were most popular. The title of the video was especially important: Siu strived for a balance between being descriptive and enticing viewers. By responding to Comments, she created buzz around her videos, thus increasing the videos’ rating on the search results. CHALLENGES Imitation, far from being the sincerest form of flattery, was endemic on the web, especially on YouTube. Paradoxically, by helping people, Siu was also empowering them. Nothing prevented anyone else from either imitating or even bettering her. As such, her competition was essentially unbounded. Moreover, she believed that viewers expected instructional and informational videos to be free. After all, she herself had turned to YouTube after buying her first cut T-shirt! Consumers’ reluctance to pay for content constrained her options for the future of the site. In some ways, Siu wanted to transform SalinaBear into a full-time job and career. However, she felt she needed at least a tenfold increase in revenues to do so. She did have several options worth pursuing: she could charge for her videos via another platform; charge rent on her videos on YouTube; sell DIY kits; create a physical shop, and conduct in-person group or individual tutorials; and/or expand her brand, in much the way Erica Domesek had done, by developing a new line of tutorials focusing on nail art, jewellery or other crafts. Charging for Videos In early 2010, YouTube began experimenting with paid content — that is, having users pay for access to certain content; in this case, YouTube offered some select films from the Sundance Film Festival.4 This experiment eventually morphed into a product YouTube called YouTube Rentals,5 in Beta form, as of September 2012. More traditional sites, such as Blockbuster, Redbox and Netflix, also rented movies and television shows, as did Apple’s iTunes. However, these sites did not host instructional videos. Instructional video sites, such as TeacherTube, EduTube and Mylearningtube, hosted similar videos, but they were more school-focused, not hobby-focused. Finally, numerous arts and crafts sites, such as Martha Stewart’s and SimpleKidsCrafts, hosted DIY videos, but they were not paying sites. If Siu chose this path, she faced the challenge of either finding a suitable paying distribution channel for her videos or the daunting task of creating a pay channel of her own. DIY Kits Siu had also considered creating and selling DIY (do-it-yourself) kits. She pictured these kits to contain scissors, a ruler and a couple of T-shirts with dotted lines printed on them to instruct people where to cut. These kits would pair well with her existing videos, and promoting them on her videos would be easy, but she wondered whether people would buy them. One option was to sell them online, perhaps via Amazon.com, although yet another option was to develop a relationship with an existing retail chain. Such kits were popular with arts and crafts retailers, including the arts and crafts retail giant Michaels. She could also develop a tutorial book or a book of patterns, which she could sell in addition to or packaged with the DIY kits. Physical Shop Many viewers had asked Siu whether she gave in-person workshops or tutorials. So far, she had demurred. If these workshops and tutorials weren’t free, she felt that not enough people would be interested to make this option financially viable. She would also face the challenge of scaling the operation. However, she realized that could open a physical retail store, where she could both conduct tutorials and sell some of her creations. She’d been inspired by Hamburger Disco, a brand run by two of her friends, which had only sold products online until opening a pop-up store in Vancouver. Her friends had asked Siu to cut one of their T-shirts to promote their pop-up store; in return, Hamburger Disco cross-promoted the video she had created. Based on their experience, and on advice from others, she believed she’d need at least $10,000 to open a small store, buy inventory and run it for six months without a profit. Aside from the time and energy needed to establish a retail presence, she knew that the majority of her viewers and fans were located in the United States, and she wondered whether marketing her brand in her hometown would work. In addition, Siu also realized that running a physical retail store was vastly different from maintaining the online presence she had created. The skills required to run a store were not the skills she had developed as a video producer and on-air personality. Although the store option didn’t play to current her skills, interests and competencies, she acknowledged that it could be a necessary step in growing her brand. Brand Extension The last option was to branch out into other types of crafts, such as nail art or jewellery. Siu believed that she had created a strong brand presence on YouTube. Moreover, the SalinaBear brand name was sufficiently vague to allow for many other types of products, not just crafts. Siu wondered whether she could start small by choosing one or two categories to pursue, produce a few videos and then load them onto the SalinaBear site, or whether she should, instead, segment her products through separate YouTube channels (e.g., SalinaBear T’s for T-shirts and SalinaBear Jewels for jewellery. She wondered whether her audience would follow her and whether her personality was appealing enough to distinguish her from all the others on YouTube. Next Steps As her latest creation took shape, Siu reflected on her future and on her options. Life had suddenly become very busy, and she’d found herself posting a video apologizing to her subscribers for being away so long. She wondered whether SalinaBear was more than just a short-term experiment, and whether devoting her energy to growing the business would be a wise and profitable long-term move. Exhibit 1 TIMELINE TO FIRST YOUTUBE ROYALTY CHEQUE AND VIEWERSHIP NUMBERS Source: Salina Siu Exhibit 2 SELECTED YOUTUBE ANALYTICS DATA FOR SALINABEAR (JULY 2012) Source: Salina Siu 1 YouTube, “Frequently Asked Questions,” http://www.youtube.com/t/faq, accessed July 1, 2012. 2 All currency amounts shown are in U.S. dollars unless specified otherwise. 3 http://ift.tt/2gWP7xp, accessed July 1, 2012. 4 Jolie O’Dell,” YouTube Will Start Charging for Some Videos,” ReadWrite, January 20, 2010, http://ift.tt/2xqfoim, accessed July 1, 2012. 5 YouTube, “YouTube Rentals Beta,” http://www.youtube.com/t/youtube_rentals, accessed July 1, 2012. Copyright © 2012, Richard Ivey School of Business Foundation Version: 2012-12-19 Scroll down for the next article • Copy • Highlighting Toolbar Settings… • CoursePack Contents Page • Back (to article beginning) • Next Article • Last Article • Back • Forward • Reload • Stop MKT 500 Week 8 Scenario: Developing Social Media Campaigns for the New Product Launch Slide # Scene # Narration Slide 1 Scene 1 [Ed, Samantha – Ed’s Office] Ed and Samantha meet in the morning to discuss the next steps in the tablet PC launch. MKT500_8_1_Samantha-1: Good morning, Ed. How are you doing today? MKT500_8_1_Ed-1: Good morning, I’m doing quite well. What about yourself? MKT500_8_1_Samantha-2: Good, thanks. I’m really proud of the progress we’ve been making with our tablet launch, and I’m excited for the next steps. MKT500_8_1_Ed-2: I love your enthusiasm, Samantha! I spoke with Carl earlier. He said now that we have selected our advertising media and budget, we need to take a deeper look into social media. MKT500_8_1_Samantha-3: Yes, the enormity of today’s media choices—the Internet alone—makes it a wonderful time to be alive. Social media is at the cutting edge of this trend. MKT500_8_1_Ed-3: As we discussed, we can use social media as one of our main media outlets for advertising the new tablets. However, mobile marketing is growing because our cell phones are particularly convenient; they contain our identities and those of the people we talk to frequently. They are our portals to email, social media and networking sites, which are many people’s primary means of sharing information and entertainment. Interestingly enough, at the same time that electronic and information technologies are becoming more accessible and pervasive, traditional media are experiencing their own changes. Slide 2 Interaction Hover your mouse over each media to discover more information about the changes they are undergoing. Newspaper Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. Radio The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. TV Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is a facilitated when the segments of viewers are somewhat more homogeneous. MKT500_8_1_Ed-4: Hover your mouse over each type of media to discover more information about the changes they are undergoing. MKT500_8_1_Ed-4_Tab A: Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. MKT500_8_1_Ed-4_Tab B: The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. MKT500_8_1_Ed-4_Tab C: Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is facilitated when the segments of viewers are somewhat more homogeneous. Slide 3 Scene 1, cont. [Ed, Samantha – Ed’s Office] (Display social media graphic) MKT500_8_1_Samantha-3: Very interesting, Ed. I hadn’t realized the effects of social media on more traditional media types. MKT500_8_1_Ed-5: The other part of the “social media” story is its social, or human, element. Belonging to different communities and interacting with different people in our social roles is part of our identity. The most fundamental means of interaction is dialogue. In social media, customers have become participants in a dialogue with marketers or brands. Traditionally, customers had been mere recipients of one-way messages that had been shot out by marketers, but now customers have a means of talking back. For example, customers post positive endorsements about brands, and they also use the web to vent. I often vent on Facebook about restaurants where I have had a bad experience. MKT500_8_1_Samantha-4: (pointing to graphic of different types of social media) This is very true. Are there certain types of social media that you had in mind for our tablet launch? I have a Facebook account and use Twitter and Pinterest frequently, but I feel that using all of these might be overkill for our new tablet launch. MKT500_8_1_Ed-6: Well, there are a few sites that I believe will provide Golds Reling with very strong exposure during our initial launch. Let me show you this short video that discusses the advantages of using social media in our marketing campaign. Slide 4 Social Media Marketing in 3 Minutes http://www.youtube.com/watch?v=gza8dvN8Hkc Slide 5 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-5: Thanks for sharing that video, Ed. I understand better how social media helps connect companies to customers, and helps customers get to know, like, and trust companies better. MKT500_8_1_Ed-7: Yes. The key to a successful social media campaign is selecting a social media that creates good W.O.M. MKT500_8_1_Samantha-6: What is W.O.M.? MKT500_8_1_Ed-8: W.O.M. is Word-of-mouth. Word-of-mouth works on inherently exciting products like Golds Reling’s new tablet, and it also works where the notion of buzz marketing makes sense. Yet creative brand managers have launched clever ad campaigns that get talked about even for pretty mundane products, too; the key being that the product and the message are meaningful to the customer. MKT500_8_1_Samantha-7: Okay. You know, I learned in my classes at Strayer University that different social media combined create social networks. In social networks, there are some members that are more connected and influential than others. We need to leverage these interpersonal group dynamics, ideally locating the highly connected influential members, to induce their trial of our tablet, in turn initiating and propelling the diffusion process. MKT500_8_1_Ed-9: You’re right. To locate these influential members and get the word out about our tablet, we need to study how these potential consumers, or actors, are embedded in these networks to locate those that are relatively central. Centrality indices are computed for each actor in the network to describe the position of that actor relative to others in the network. The easiest and most common way to compute centrality is to count the number of connections each actor has with the others in the network. An index of degree centrality is derived for each actor—those with many links are said to be relatively central, and those with fewer links are more peripheral. In order to determine the degree of centrality for these consumers, we need to create several different accounts on various social media forums for Golds Reling. Strong centrality will be useful in creating buzz for our new tablets. MKT500_8_1_Samantha-8: Okay. We can start working on this right away. MKT500_8_1_Ed-10: First, though, let’s begin with answering the return of investments, or ROI, issues. As you know, Carl is always focused on the bottom line. MKT500_8_1_Samantha-9: What should we focus on in terms of ROI? MKT500_8_1_Ed-11: As with traditional media, we can begin to answer return on investment questions only if we know the goal that the marketing action was initially intended to achieve. Based on our goals, selecting the media and ROI measures are rather straightforward. When estimating ROI, which is really the efficiency of investments, the primary expenditures might not be media buys or explicit budgetary contributions so much as salary equivalents of people’s time allocations. We also need to consider KPIs. MKT500_8_1_Samantha-10: I know that KPIs are key performance indicators, but how do we identify KPIs for social media? MKT500_8_1_Ed-12: KPI’s for social media are analogous to traditional measures for advertising effectiveness. Specifically, marketers are always interested in quantifying reach, frequency, monetary value of customers, customers’ behaviors, attitudes, and memory, including recall and recognition. MKT500_8_1_Samantha-11: So, how can we determine the ROI and KPIs for our tablet? MKT500_8_1_Ed-13: I’m glad you asked this question, Samantha. A common way to determine ROI for social media is through conversation rate. This term refers to the true engagement for conversations in your social media communities. Conversations will be different depending on the network. For example, Facebook, YouTube, and blogs are focused on comments; however, Twitter is measured with mentions and hashtags. We, therefore, calculate the figures for each network, and calculate how many conversations took place about our company and products per post, tweet, or video submission. Another method we can use is viewability rate. This metric is a little harder to find on Twitter. However, for other networks and mediums such as Facebook, YouTube, and our blog, it is the total number of views or impressions per post. This is not as important as the conversation rate, but it is always satisfying to see how often your content is being looked at, and if no one is seeing it, then you better find a way to get users to view it! MKT500_8_1_Samantha-12: I see. Thank you for that explanation. Before we move on, let me check to make sure I understand what you are saying about KPIs. Slide 6 Check Your Understanding KPIs for social media are _________ traditional measures for advertising effectiveness. A) very different from B) analogous to C) opposite of D) inconsistent with Feedback: Incorrect A – very different from: KPI’s are very similar to traditional media. Correct B – analogous: KPI’s are very similar to traditional media. Incorrect C – opposite of: KPI’s are very similar to traditional media. Incorrect D – inconsistent with: KPI’s are very consistent with traditional media measurements. Slide 7 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-13: Great information, Ed, but can we go back to the word-of-mouth concept? How do we know consumers are talking about our new tablets on social media? How can we capture this and make it work for Golds Reling? MKT500_8_1_Ed-14: Word-of-mouth conversations and other customer-to-customer information flows have become a rich new source of consumer insights. There are two main categories for the ways in which consumers receive information about companies and their products: passive listening and active intervention. Slide 8 Interaction Click the tabs to learn more about passive listening in marketing. Passive Listening Research shows that a lot is learned from lurking, or web crawling, and scraping, all of which are examples of passive listening: Tab A – Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. Tab B – Companies use text analyses on Facebook to get a read on customer opinions about their brands. Tab C – Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. Tab D – Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. MKT500_8_1_Ed-15: Click the tabs to learn more about passive listening in marketing. MKT500_8_1_Ed-16: Passive Listening Research shows that a lot is learned from lurking, web crawling, and scraping, all of which are examples of passive listening: MKT500_8_1_Ed-16_Tab A: Tweets, blogs, and discussion forums are monitored to make predictions about new product launches more accurate. MKT500_8_1_Ed-16_Tab B: Companies use text analyses on Facebook to get a read on customer opinions about their brands. MKT500_8_1_Ed-16¬_Tab C: Beyond the brand itself, content analysis has been useful in detecting developing consumer trends. MKT500_8_1_Ed-16_Tab D: Brand managers check websites for misinformation to try to nip bad, grassroots PR in the bud. Slide 9 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Samantha-14: Great information, Ed. What can you tell me about active interventions? Slide 10 Interaction Click the tabs to learn more about active interventions. Active Interventions Tab A – Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. Tab B – Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, new product description, etc. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. Tab C – A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation, as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. Tab D – GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. MKT500_8_1_Ed-17: Click the tabs to learn more about active interventions. Active Interventions MKT500_8_1_Ed-17_Tab A: Marketers enter online communities and ask for paid volunteers to be user groups to test beta products and offer feedback. MKT500_8_1_Ed-17_Tab B: Marketers conduct experiments. In the so-called A / B split tests, one group is exposed to one ad, new product description, or whatever element of the marketing mix the marketer is testing. The other group is either a control group, or they see a different version of an ad, featuring a new product description. The marketer then compares brand attitudes or subsequent sales in test markets to detect some lift due to the marketing intervention. MKT500_8_1_Ed-17_Tab C: A company may wish to measure comparative click-through rates, member sign-up rates, or purchase valuation as a function of whether the ad appeal is more rational or emotional, whether video or script endorsements are featured, which price is posted and whether a discount is available. MKT500_8_1_Ed-17_Tab D: GPS data function much like live cookies, storing information for your convenience upon return while still protecting your privacy. The purpose of GPS units in phones was originally consumer service for mapping. GPS units are becoming geo-retailing units, and they will soon offer extremely timely opportunities for marketers, though some may consider this more intrusive than timely. A motivated company will know where its customers are at all times. Slide 11 Scene 1, cont. [Ed, Samantha – Ed’s Office] MKT500_8_1_Ed-18: In general, social media pundits advise that any corporate postings or representations have to start by being interesting – otherwise, consumers won’t even read them! The content needs to be honest, not defensive, and not too “corporate”. There needs to be transparency to customers, employees, and stakeholders. Being transparent usually means being honest, building trust, and creating the opportunity for two-way dialog. Social media have sufficient variety and prevalence that they can be a tremendous marketing tool—if we can offer something that provides value to those customers, and reaches them in a way that matters to them. MKT500_8_1_Samantha-15: You’ve given me a lot of valuable information about social media, Ed. MKT500_8_1_Ed-19: I’m glad that you feel that way. Next, we can start by creating Golds Reling accounts for each of these social media applications. MKT500_8_1_Samantha-16: Well, since we already have a Facebook account, I can create a Twitter, Google Plus, and Pinterest account for Golds Reling. MKT500_8_1_Ed-20: Excellent. Let’s break for now, and then we can organize our information for Carl. Slide 12 Scene 2 [Ed, Samantha, Carl – Conference Room] Ed, Samantha, and Carl meet in the conference room to discuss the social media aspects of the product launch. MKT500_8_2_Carl-1: Good afternoon, Ed and Samantha. I saw you both looking very busy in Ed’s office earlier. I’m looking forward to hearing the information that you two have put together concerning social media marketing for our new tablets. MKT500_8_2_ Samantha-1: Yes, Ed and I have been very busy. We have analyzed and concluded some basic concepts. MKT500_8_2_Carl-2: And what would these be? MKT500_8_2_ Samantha-2: Social media are an abundant opportunity for Golds Reling. Social media provides a web-based means for customers to interact with friends and strangers by posting opinions, pictures, and videos. Social networks are the structures of interconnections among customers that propagate word-of-mouth. Networks can be drawn and analyzed, and the actors measured on indices of centrality to assist Golds Reling in finding opinion leaders and influential consumers. Our campaign would identify these actors within two months of launch and create great buzz for our new tablets. A great feature of social media is the measurement methods; these are ROI and KPIs, and they can be computed with the help of online analytics, as for any marketing effort. MKT500_8_2_Carl-3: Good points! Why do you believe that investing in advertising through social media would be the right decision for Golds Reling and our new tablet? MKT500_8_2_ Ed-1: Social media is a great way to generate repeat business and to attract new customers. Furthermore, the target market we have selected are big users of social media. Golds Reling already has a Facebook account, but we believe that creating accounts for Twitter, Google Plus, and Pinterest will really help boost the conversation rate, and, thereby, the word-of-mouth, for both our company as a whole as well as our new tablet. MKT500_8_2_ Samantha-3: Carl, by utilizing social media, we feel that Golds Reling is spending our advertising money wisely. MKT500_8_2_Carl-4: Ok, sounds like a good investment. Explain how we are going to measure this investment. MKT500_8_2_ Samantha-4: The key is to communicate the different features of our new tablet and to have consistency in the message we choose for social media. Measuring effectiveness will occur through KPI’s, recall, attitudes, click rates, and conversation and viewability rates from social media communications. MKT500_8_2_Carl-5: Excellent. I like what I’m hearing. Social media sounds perfect for generating buzz and word-of-mouth about our new tablet. I agree that Twitter, Google Plus, and Pinterest accounts for Golds Reling will be excellent additions to our existing Facebook account. Very nice work, both of you. Slide 13 Check Your Understanding What social media term refers to a set of actors (or nodes) and the relational ties that link them? A) Team B) Group C) Network D) Forum Incorrect A – Team: This is not the terminology used to describe relationships in social media. Incorrect B – Group: Although a group includes two or more people, this is not a part of the relational ties. Correct C – Social Network: A network is defined as the set of actors (or nodes) and the relational ties that link them. Actors may be customers, firms, brands, concepts, countries, etc. The connections between the actors are relational ties (or links). Ties can be symmetric or directional, and they can be binary or vary in strength. Incorrect D – Forum: Although this is a close description, it doesn’t explain the interaction experienced in social media. Slide 14 Scene 3 [Ed, Samantha – Hallway] MKT500_8_3_Samantha-1: Today was a highly informative day. Using social media for marketing can help us generate word-of-mouth about our tablet, especially if we are able to connect with the most influential members of social networks. MKT500_8_3_Ed-1: Absolutely. It will also help customers identify Golds Reling as a company they know, like and trust. 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